The hype surrounding the final season of HBO's Game of Thrones is only going to continue building between now and its premiere next year. In a move that's bound to boost interest even further, Adidas have just announced a collaboration between the sportswear brand and the hit fantasy TV show... in the form of logo-emblazoned sneakers!

1. Build anticipation through promotion.
2. Tap into existing fan bases.
3. Personalise and offer exclusivity.

Adidas Game of Thrones Shoes

While it might seem like an odd collaboration at first (sneakers for a fantasy television series?) the branding in the newly announced Adidas Ultra Boost x Game of Thrones sneakers actually works well for fans of both the brand and the show. Within the Game of Thrones universe clan banners (emblazoned with unique logos seen on printed banners and promotional clothing) is an important representation of what certain characters stand for, and who they fight under.

Collaborative Branded Sneakers in Bold Colours

House Lannister's sneaker is perhaps unsurprisingly rich in wine and gold colours, which are reflected in the Lannister's original lion insignia. The blinged out look the shoe has is also in keeping with the wealth and influence the Lannisters have -- definitely could see Cersei rocking these under one of her sinister-looking dresses. The Night's Watch promotional Ultra Boost sneakers are very different, in a simple marbled black and white design is befitting of the men who take the black. Both are very different sneakers but they each appeal to series fans and Adidas lovers alike.

Unique Printed Adidas Shoes With Custom Designs

Similarly, the White Walkers have their own shiny white shoes with traditional black Adidas logo stripes on them. While the White Walkers don't have a banner per se, there's no doubt these are the kinds of shoes they'd probably all want to get their undead hands on! And finally, the House Targaryen shoes are an off-white, almost ivory colour which may be a nod towards the family's pale hair rather than to their traditional logo design (which is a dragon).

While it's a bit disappointing that the Targaryen house sneaker doesn't look like a dragon egg, overall this is a very fun brand collaboration that links common logos and themes together in a way that positively represents both brands. Unfortunately, the wait for these custom sneakers is just as long as the final season of the show -- we have to wait until 2019 for both. Hang in there!

The Power of Collaboration

The collaboration between Adidas and Game of Thrones showcases the effectiveness of brand collaborations and the promotional power they hold. Here are several key lessons that Australian companies can learn from this campaign:

• Building anticipation: Adidas and Game of Thrones effectively built anticipation for their collaboration by teasing the release of the sneakers well in advance. This created excitement and buzz among fans of both brands. Australian companies can leverage the power of anticipation by teasing upcoming product collaborations or special releases through social media and targeted marketing campaigns.
• Tapping into existing fan bases: Adidas and Game of Thrones recognized their shared target audience of fans who are passionate about both sports and fantasy television. By combining these two interests, they were able to tap into a large and dedicated fan base. Aussie companies can benefit from collaborating with other brands or influencers that have a similar target audience. By aligning with brands that share overlapping customer demographics, companies can expand their reach and attract new customers.
• Customisation and personalisation: The Game of Thrones sneakers feature unique designs that represent the different clans and characters from the show. This customization allows fans to connect with their favourite aspects of the series in a tangible way. Australian companies can incorporate customization and personalization into their promotional products to create a deeper connection with their target audience. By allowing customers to personalise items with their names or preferred designs, companies can foster a sense of ownership and loyalty.
• Limited edition exclusivity: The Adidas Game of Thrones sneakers are limited edition, creating a sense of exclusivity and desirability among fans. This scarcity increases the perceived value of the product. Aussie companies can employ limited edition strategies to generate excitement and drive sales. By offering exclusive or limited-time products, companies can create a sense of urgency and encourage customers to make a purchase.

Takeaway

Adidas and Game of Thrones have teamed up to release a line of unique and stylish sneakers, and it's not just the fans of the show who are excited. This collaboration showcases the power of brand collaboration and promotional potential, and Australian companies can learn from the effective strategies employed by these brands. By building anticipation, tapping into existing fan bases, incorporating customization and personalization, and employing limited edition strategies, local companies can generate excitement, expand their reach, and drive sales.

Details first spotted here: https://footwearnews.com/2018/focus/sneakers/adidas-game-of-thrones-shoes-1202585418/