Articles on brand strategy and positioning

10.06.2026

Heinz and Heineken make their first pairing official

Heinz and Heineken launch their first collaboration, a limited six-pack of five beers and one ketchup bottle timed to the World Cup.

Ferrari | 25.05.2026

Ferrari presents Luce, its first electric car, designed with Jony Ive

Ferrari presents Luce, its first electric car, designed by Jony Ive and Marc Newson's LoveFrom over five years.

Loewe | 01.03.2026

Loewe turns flagship stores into art-filled Casas

Loewe's Casa flagship format pairs bespoke local architecture with rotating art, and its second Paris Casa opened in March 2026.

SpaceX | 02.02.2026

SpaceX acquires xAI, Musk's AI company

SpaceX acquires xAI in a share exchange that values the combined company at $1.25 trillion, reshaping the brand.

Louis Vuitton | 20.01.2026

Drophaus at the Fondation

Pharrell Williams stages the Louis Vuitton Fall 2026 menswear show at the Fondation Louis Vuitton with Not a Hotel's Drophaus.

Steiff | 05.11.2025

Steiff and BOSS launch a holiday capsule and three collector bears

Steiff and HUGO BOSS introduce a holiday capsule pairing tailored ready to wear with three limited edition teddy bears for the 2025 season.

Levis & Barbour | 30.10.2025

Levi's and Barbour launch first joint collection

Levi's and Barbour release their first joint collection, blending denim heritage with waxed cotton craftsmanship from 30 October 2025.

Ray-Ban | 30.09.2025

Ray-Ban and Meta turn eyewear into a platform

Ray-Ban and Meta extend their partnership from camera glasses to AI display eyewear, recasting a heritage brand as tech.

Loewe | 29.05.2025

Loewe reissues the Puzzle bag for its 10th year

Loewe marked ten years of the Puzzle bag with 19 archive reissues, a new Confetti design, and a full digital retrospective.

Ferrari | 24.04.2024

Ferrari names its F1 team Scuderia Ferrari HP

Ferrari takes a title partner into its Formula 1 team name for the first time since the tobacco era, racing as Scuderia Ferrari HP from 2024.

adidas | 01.02.2024

The adidas Samba leads a terrace sneaker revival

The adidas Samba becomes a fashion phenomenon, leading a terrace sneaker revival driven by collaborations and the brand's own archive.

Louis Vuitton | 06.01.2023

Yayoi Kusama returns with a giant sculpture and a global window takeover

Louis Vuitton's second Yayoi Kusama collaboration covers the Champs-Élysées flagship in dots and installs animatronic Kusama robots in global windows.

adidas | 25.10.2022

adidas ends its Yeezy partnership with Kanye West

adidas ends its Yeezy partnership with Kanye West in 2022, closing a line that generated billions and exposing the risk of celebrity brands.

Aesop | 22.08.2022

Waldorf Astoria makes Aesop its global amenity brand

Waldorf Astoria becomes the first global hotel brand to carry full-size Aesop amenities across its properties.

adidas | 07.06.2022

adidas and Gucci merge sport and luxury logos

adidas and Gucci launched a 2022 collaboration blending the Trefoil and three stripes with Gucci's monogram, uniting sport and luxury.

Aesop | 22.03.2022

Rick Owens and Aesop create a fragrance called Stoic

Fashion designer Rick Owens and Aesop release a candle, travel kit, and fragrance called Stoic in March 2022.

Lacoste | 14.03.2022

Lacoste and Minecraft launch a co-designed wardrobe and Croco Island

Lacoste and Minecraft team up on a pixelated capsule and a Croco Island map, framed under the slogan 'It all begins with play'.

McDonald's | 08.09.2020

Famous orders and the Travis Scott meal

Wieden+Kennedy turned individual celebrity meal orders into a platform that resets McDonald's relationship with culture.

SpaceX | 30.05.2020

SpaceX redesigns the look of the astronaut

SpaceX gives its spacesuit to Hollywood designer Jose Fernandez, treating the look of the astronaut as brand identity.

Barbour & Supreme | 07.05.2020

Supreme and Barbour wax a Bedale for spring 2020

Supreme and Barbour release a Bedale-derived waxed cotton capsule, paired in leopard print, archive black and Supreme orange.

Supreme | 13.08.2018

Supreme wraps the New York Post for the FW18 announcement

Supreme wrapped the 13 August 2018 edition of the New York Post in a single red box logo to announce its FW18 collection.

IKEA | 07.06.2018

IKEA previews MARKERAD with Virgil Abloh at Democratic Design Days

IKEA revealed MARKERAD with Virgil Abloh at Democratic Design Days 2018, a 15 piece collection that turned a cash receipt into a rug.

SpaceX & Tesla | 06.02.2018

SpaceX, Starman and the Falcon Heavy spectacle

In 2018 SpaceX launched a cherry-red Tesla Roadster and Starman into space, a marketing moment watched worldwide.

IKEA & Apple | 19.09.2017

IKEA Place put the showroom inside the iPhone

Inter IKEA Systems and Apple launched IKEA Place on the day iOS 11 went live, an ARKit app that placed 2,000 catalogue products in real rooms.

Lacoste & Supreme | 16.03.2017

Lacoste and Supreme released their first joint collection in 2017

Lacoste and Supreme launched a co-branded Spring/Summer 2017 capsule that placed the crocodile on a New York skate-shop counter.

Supreme & Louis Vuitton | 19.01.2017

Supreme and Louis Vuitton stage the FW17 Friends and Heroes collaboration

Supreme and Louis Vuitton staged the FW17 Friends and Heroes show in Paris, legitimising the streetwear-luxury crossover.

Apple & Nike | 07.09.2016

Apple and Nike take their fitness pact to the Watch

Apple and Nike launched Apple Watch Nike+ in 2016, extending a fitness partnership that began with Nike+iPod a decade earlier.

Loewe | 01.08.2016

Loewe's 2016 fragrance box opens like a book

Jonathan Anderson named Loewe's first fragrance 001 in 2016 and packaged it in a book-like box designed with M/M (Paris).

Apple | 09.09.2015

Apple and Hermès dress the Watch as a luxury object

Apple and Hermès presented the Apple Watch Hermès in 2015, Apple's first fashion collaboration and a bid to frame the Watch as luxury.

Louis Vuitton | 15.10.2014

Six iconoclasts reinterpret the Monogram for its 160th anniversary

Louis Vuitton's 160th anniversary commissioned Karl Lagerfeld, Frank Gehry, Cindy Sherman, Marc Newson, Christian Louboutin and Rei Kawakubo to reinterpret the Monogram.

adidas | 01.02.2013

adidas turns Boost into a branded technology

adidas launched Boost in 2013, a cushioning technology developed with BASF that became a branded ingredient across its shoes.

Louis Vuitton | 10.07.2012

Yayoi Kusama and the infinite dots

Marc Jacobs invited Yayoi Kusama to overlay the Monogram with her Infinity Dots in 2012, the boldest pattern intervention since Sprouse.

Supreme | 08.03.2012

Supreme x Comme des Garçons SHIRT: the first luxury bridge

SS 2012 paired Supreme with Comme des Garçons SHIRT and pre-tuned the brand for the Louis Vuitton arrival five years later.

Ferrari | 04.11.2010

Ferrari World and the licensed theme park

With Ferrari World Abu Dhabi, Ferrari extended its brand into a licensed theme park, lending its name and identity to an experience built by others.

Steiff | 01.09.2008

Karl Lagerfeld becomes a Steiff bear at Colette in Paris

In September 2008 Karl Lagerfeld and Steiff released a 2,500-piece teddy bear that turned the designer's silhouette into a collector object.

Supreme | 15.02.2007

Supreme x The North Face: streetwear meets the summit

Supreme reworked the Summit Series Jacket in February 2007 and opened the longest running technical-streetwear axis in the category.

Louis Vuitton | 01.03.2003

Murakami remixes the Monogram in thirty-three colours

Marc Jacobs's Spring/Summer 2003 collection introduced Takashi Murakami's Multicolore Monogram in thirty-three colours.

adidas | 01.01.2003

adidas and Yohji Yamamoto create Y-3 in 2003

adidas launched Y-3 with Yohji Yamamoto in 2003, merging high fashion and sportswear and helping create the luxury athletic category.

Supreme & Nike | 01.04.2002

Supreme x Nike SB: the alliance that built skate streetwear

In 2002 the Nike SB Dunk Low arrived in a Supreme rework and opened the most consequential partnership in streetwear.

Louis Vuitton | 01.03.2001

Stephen Sprouse vandalises the monogram

Marc Jacobs invited Stephen Sprouse to spray-paint the LV monogram in 2001, reframing luxury as a host for street culture.

Steiff & Louis Vuitton | 14.10.2000

The Louis Vuitton Steiff bear sets the all-time auction record in Monaco

At Les Teddies de l'an 2000 in Monaco, a Steiff bear dressed by Louis Vuitton sold for £130,190 and entered the Guinness World Records.

Starbucks | 11.06.1999

Starbucks Became a Pop-Culture Punchline in “Austin Powers,” Even Featuring Dr. Evil’s Space Needle Café

Starbucks appeared in Austin Powers: The Spy Who Shagged Me as part of Dr. Evil’s Space Needle lair, reflecting how the brand had become a recognizable symbol in mainstream pop culture.

adidas | 29.05.1986

Run-DMC and My Adidas rewrite sneaker endorsement

Run-DMC's 1986 song My Adidas and a 1.6 million dollar deal made the group the first non-athletes to earn a sneaker endorsement.

Steiff & Disney | 01.01.1931

Steiff and Walt Disney introduce the licensed Mickey Mouse

Walt Disney selects Steiff to produce the first commercially licensed Mickey Mouse plush, opening one of the longest running co-branding partnerships in toy history.

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