Amidst the ever-evolving fashion landscape in China, 2023 unveiled compelling brand co-branding initiatives marked by style and innovation. These partnerships not only mirror the preferences of Chinese consumers but also showcase how brands integrate culture, cutting-edge designs, and experiences to cater to the evolving tastes within China’s sneakers market. This article will delve into the three most intriguing shoes collaborations in China in 2023, exploring their key success factors and evaluating their impact on the dynamic landscape of Chinese fashion.
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Stepping into culture: the unlikely harmony of tea and footwear in the BEASTER x KAALXTO collaboration
In July 2023, Chinese streetwear brands BEASTER and KAALXTO collaborated to launched the “West Lake Longjing” sneakers (西湖龙井球鞋). This ignited a viral sensation across major social media platforms, including Xiaohongshu, with over 63.49 million views and thousands of posts. Bloggers enthusiastically shared snapshots featuring these distinctive shoes, while numerous celebrities flaunted their own pairs, fueling the craze even further.
Inspired by the renowned West Lake Longjing tea in Hangzhou, the collaborative shoe features a captivating gradient effect, transition from dark to light, mirroring the gradual infusion of tea. The woven fabric on the shoe’s upper mimics the texture of a tea strainer. Notably, the stars on the shoe’s side also contain actual Longjing green tea. Initially, a few bloggers had doubts about the authenticity of the leaves. However, upon conducting their own research, they unveiled the content and confirmed that the leaves were indeed authentic tea leaves immersed in a specially crafted oil. Additionally, the shoes emanate a subtle tea fragrance, as the insoles are imbued with the scent. According to official statements from the brand, the smell can last three months.
Innovative Pairing: Shoebox meets tea box
The West Lake Longjing collaboration also featured a shoebox transformed into the shape of a tea box. Alongside this, there was a dedicated “Shoe Tasting Guide” (品茶指南). The box also contained complementary gifts: a package of West Lake Longjing tea hand-roasted by Master Fan Shenghua, the inheritor of the craftsmanship behind Longjing tea picking and production techniques. These thoughtful additions elevated the overall experience is, creating an immersive and culturally rich ambiance.
Overall, this collaboration’s success can be largely attributed to the innovative design leveraging the Guochao trend (国潮). The unexpected combination of the seemingly unrelated elements—tea and shoes—captured the attention of consumers, sparking widespread conversations across social media.
Moreover, the collaboration goes beyond footwear, extending to the packaging with a tea-box-inspired shoebox and additional cultural elements like a “Shoe Tasting Guide,” fostering interactive engagement with the collaborative products.
From worksite to wardrobe: Anta x Sany Heavy Industry collaboration unearths the excavator elegance
In November 2023, Anta, a sportwear equipment company, partnered with Sany Heavy Industry, an industrial heavyweight, to unveil a collaborative version of Anta’s KT9. This joint venture resulted in the creation of the “KT9 Sany Heavy Industry edition”. The shoes embraced a robust industrial aesthetic, incorporating the iconic red, black, and yellow colors synonymous with Sany excavators.
Adding a unique touch to the collaboration, the joint package includes a surprise bonus – a miniature excavator model, further emphasizing the thematic connection. This unconventional pairing has garnered attention, with netizens humorously dubbing it as “buy shoes, get an excavator.”
A key factor contributing to the success of the Anta and Sany Heavy Industry collaboration lies in the resonance with a shared demographic: male consumers who have a keen interest in heavy machinery and industrial equipment.
The online joke emphasizing that “no man can resist an excavator” suggests a cultural phenomenon where the appeal of heavy machinery, particularly excavators, holds a unique fascination for a certain group of people, notably those identifying as male. This collaboration strategically taps into the sentiment, aligning with the masculine allure associated with industrial equipment.
Anta not only leverages the commonality of the male consumer base but also breaks new ground by merging two seemingly disparate worlds – sports footwear and heavy machinery – thereby creating a distinctive product that stands out in the market. This strategic alignment of brand attributes and the infusion of novelty contribute to the collaboration’s success. Eventually, the hashtags of this shoe series amassed over 40 million reads, engaging Chinese consumers in substantial numbers. Additionally, the collaboration’s dedicated hashtag received 919,000 views, indicating a robust level of interest and interaction within online communities.
McDonald’s x Crocs: blending iconic characters and charitable spirit in the Chinese market
On November 7, 2023, McDonald’s and Crocs unveiled their inaugural joint collection, featuring a range of creative items, including themed shoe charms and knee-high socks. The collection drew inspiration from Crocs’ iconic warm fuzz-lined clog silhouette, creatively incorporating McDonald’s classic characters – Milkshake Man, Big Bird Sister, and Hamburglar. The result was four distinctive footwear pieces adorned with the iconic symbols of both brands, allowing consumers to embrace their preferred limited-edition styles. To commemorate this collaboration, McDonald’s pledged to donate a portion of the proceeds to support the Ronald McDonald House Charities, bringing additional care and warmth to families with ill children.
McCrocs delight: Unveiling a pop-up experience with McDonald’s mascots
In addition to the collaborative product line, McDonald’s partnered with Crocs for the debut of a pop-up store in Shenzhen. Consumers had the opportunity to interact with McDonald’s mascots, such as Grimace, Birdie, and The Hamburglar, with chances to win exclusive gifts. This approach aligns with the growing trend in China’s retail landscape, where pop-up events have become highly popular, appealing to the sense of urgency and novelty among Chinese consumers. Additionally, the meticulous layout of the pop-up store provided a visually attractive backdrop, creating an environment that was not only immersive but also inherently shareable on social media.
Golden Arches in Vogue: McDonalds and Crocs take center stage in Harper’s BAZAAR
Furthermore, McDonald’s teamed up with Harper’s BAZAAR, showcasing employees wearing the collaborative footwear created by McDonalds and Crocs. This strategic presented a unique juxtaposition, placing fast-food employees in a high-profile fashion setting and challenging traditional stereotypes that fast-food restaurants don’t align well with high fashion. This unexpected and refreshing portrayal resonated with Chinese netizens, generating curiosity and buzz. The associated Weibo hashtags #McDonalds employees featured in Harper’s BAZAAR# (麦当劳员工登上时尚芭莎), garnered over 8.22 million reads and over 4,500 interactions, while the overall views for the #McDonalds Crocs collaboration# (麦当劳Crocs联名) hashtag reached 20.11 million.
Whether it’s McDonald’s or Crocs, both are synonymous with childlike joy and happiness in the public consciousness. This collaborative venture deepens the connection between fans of both brands, allowing users not only to relish the delicious offerings at McDonald’s but also to boldly express their love by wearing these collaborative products.
Step into innovation: Exploring captivating shoes collaborations in China in 2023
- The success of the “West Lake Longjing” sneakers between BEASTER and KAALXTO stems from its seamless blend of innovative design, cultural narrative, and sensory experiences.
- The successful collaboration between Anta and Sany Heavy Industry capitalizes on a shared demographic appeal, leveraging the cultural allure of heavy machinery to create a groundbreaking fusion in the Chinese market.
- The collaborative venture between McDonald’s and Crocs introduces a whimsical collection blending iconic characters, charitable initiatives, and interactive experiences, inviting consumers to embrace the fusion of joyous footwear fashion and meaningful contributions.
