How many logos is too many?
I guess the concept of a collaboration was novel, for a while. Whether or not it was at true collaboration, the earliest I remember seeing were these Reebok ads they had with rappers - guys like @icecube and @jayz in 2001 in these black and white print ads…I remember thinking ‘hmm, why would they use rappers instead of athletes?’
And then, obviously, Dunk collaborations. Starting with the official collab with Supreme and a number of unofficial ‘collabs’ with other brands that Nike SB received c&d’s for…carhartts, Heineken, eBay…makes you wonder if/when brands realized how important these associations could be. I know air maxes had their moment around the same time - with European brands, and other legacy models had their moment with Asian brands…and…a bit later… @ronniefieg had his moment with ASICS exclusives through NY sneaker shop DavidZ…
Collaborations seem to have taken a different route after that…instead of being this kinda half-baked idea, people realized it was a massive cross-capture opportunity: it was almost like hitting the lottery for a small brand to collaborate with the distribution and marketing behind Nike: licensing deals notwithstanding, the idea of collaborating hit every sector of consumerism.
So I know people were going crazy over that Fieg x Adidas x Clark’s 3-way collaboration - which, imo, was cool, because you could see the influence of the majors while also knowing it likely would have never happened without Ronnie facilitating. But then, while we are all getting used to the idea of a 3 way collab, we get hit with a 4 way collaboration between @thehundreds x @clot x @edbanger and @bbcicecream , which, appears to be little more than a $65 T with 4 logos. Does a 4 logo shirt make way for a 5 logo shirt? What about a 6 logo shirt?
How many logos is too many for a collaboration? Are dudes gonna start rockin NASCAR-style streetwear jackets of their top 38 brands? Or…where does this all lead?