Nike has developed a habit of collaborating with a range of iconic brands and influential figures. In the midst of a global pandemic, they partnered with Christian Dior to release an exclusive Dior x Jordan 1, selling out almost instantly at a retail price of $2,000. More recently, they announced a collaboration with Corteiz, a London-based independent streetwear brand that was largely unknown until 2021.
Each and every one of these collaborations are calculated marketing decisions that aim to reach new audiences and tap into new markets. Interest in the jewellery market is currently booming, with male consumers leading the current growth. Naturally, Nike wants a slice, and this collaboration has allowed them to once again step into a new market before their competitors even get the chance.