Collaboration Cookbook: The Recipe for a Perfect Sneaker

Collaborative sneakers have easily been one of the biggest trends in the sneaker industry over the last five years. From partnerships with athletes and rappers right through to joint efforts with design studios and sneaker boutiques, we’ve seen it all. The collaborative phenomenon has continued to grow to such a level that it can seem like there’s a new team-effort launching every week, making it consistently harder to stand out from the crowd.

Here at The Sole Supplier we like to think that we’re fairly well-versed in what makes a good sneaker, so that’s why we’ve created our very own Collaboration Cookbook. Whether you’re just getting started out in the industry or you’re a seasoned veteran that could do with a few tips, we’ve shared our hot takes regarding creating the perfect sneaker collaboration. So without further ado, let’s get the creativity flowing and jump right into it!

When creating the ideal collaboration it can be all too easy to fall into the lazy camp. There’s a vast number of historical releases that have showcased enormous potential, only to have crashed and burned due to lacklustre storytelling and average execution. To avoid this, one of the best ways to create a memorable and desirable collaborative sneaker is to tell a story. Whether it’s something deep-rooted within your brand or rather a standalone tale that will spark interest amongst sneakerheads, this is a failsafe method to success. Start by deciding exactly what story you want to share, and then develop this into something that can be implemented across the sneakers.

Think of key themes and characteristics of the story and reflect this in your design. While it may not be immediately evident to consumers, if the brand-storytelling is communicated well and on point, this insider-knowledge will make its way around sneakerhead circles and become the sort of information that us footwear fanatics thrive upon.

One of the most important factors when it comes to collaborating is deciding on the silhouette that’s going to act as the blank canvas for your sneaker. Of course, it’s not always up to the collaborator here, as there may be specific models that the hosting brand will want to focus on, but there needs to be a level of creative freedom that at least offers a choice. While classics will always hold a certain weight in the sneaker world, there’s a lot to be said for working on lesser-seen silhouettes, as there's also an audience for the wild and wacky in the sneaker scene. If you already have a solid concept for your sneaker, try and visualise how certain models would adapt to the design and imagine what will and won’t work.

While we’re talking about silhouettes, it’s important to remember that there’s always the option to modify existing sneakers. Think of Travis Scott’s famous reversed-Swoosh signature that adorns many of his collaborative pairs, or sacai’s innovative hybridisation concept, creating what are pretty-much brand-new silhouettes in their own right. The possibilities really are endless here, so it’s time to get those creative juices flowing.

Speaking of creativity, once you’re set on the silhouette for your collab, the fun really starts to begin. From the materials used to create the sneaker right though to logos and colours, if you’ve got this far - it’s time to leave your mark on an iconic sneaker. Plenty of collaborations throughout the years have breathed a new lease of life into entire ranges of sneakers, so here’s your chance to make a difference. Just think of early 2020 when the likes of the Ben & Jerry’s x Nike SB Dunk Low and the Travis Scott x Nike SB Dunk Low launched to the masses, it’s arguable that efforts like these sparked the incredible hype behind the Nike Dunk which we’re still enjoying now.

Try and think outside the box here, as no one likes a half-assed collaboration that consists of dual-branding alone. Colour scheme is a huge part of this process, so ensure you’ve done your research on popular methods and how certain colours work together. If the colourway isn’t up to scratch you’re going to lose out on a lot of potential fans, but that’s not to say play it safe! Some of the best collaborations of recent years have offered up wild-looking and eccentric colour schemes that don’t follow the traditional rule book.

While we’re all for going wild and creating something that will turn heads, we also want to offer another word of advice - don’t overdo it. Try and stick to one defining feature that will distinguish your collaboration from the rest of the offerings on the market. If a sneaker is absolutely full to the brim with features, it can start to look a little gimmicky. While this is easier said than done, sometimes the most subtle collaborative pairs can be the best. Take the DQM x Nike Air Max 90 Bacon for example. First released in 2004, the sneaker was created in partnership with the NYC-based sneaker store (sadly it no longer exists), with the concept inspired by slices of pork belly meat.

Instead of adopting bizarre branding or altering the silhouette, the sneakers were simply decked out in different shades of pink and grey, resembling how a slice would look. To this day the pair remains one of the most iconic Nike collaborations of all time, and was even reissued in 2021. This just goes to show that less really can be more sometimes.

Let’s face it - sneakerheads really are nerds. We’re a rare breed that love to appreciate the small details in life, and the same applies when we’re checking out the latest pair of kicks. You don’t have to listen to a conversation between a few footwear addicts for long before you hear them utter phrases like “special box” or “extra laces”. While it may seem trivial, these small add-ons really can be deal breakers when trying to decide if we’ll cop or drop an upcoming release.

No one likes to part with their hard-earned cash for a special-edition pair of sneakers only to find they come in a regular retail box. Most of the time, collaborators can customise the box to their heart's content, so take this into consideration when cooking up your pair. Choose extra laces that will complement the colour scheme of your kicks, and you can even include further add-ons, with items like anklets, tongue inserts and pin badges all featured on releases in the past.

So you’ve finally done it? After following our step-by-step guide you’ve created your very own collaborative sneaker, so there’s only one thing left to do. It’s time to create the hype! If you’re already involved in the sneaker scene you’re likely aware of how much of an important factor hype is. So how do you go about starting it? It’s simply a case of awareness, and there are multiple ways to get people interested. If you already have a significant social media following then be sure to take advantage of this by posting teasers, and eventually campaign imagery.

Leaked images always spark hype amongst the community, so consider gifting early pairs to important industry figures for extra exposure. Last but not least, activations like in-store events of launch parties will also be great for media traction, so make sure you have every avenue explored and get those sneakers onto the market!

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