The Future Athletics Fashion Collaboration Unites Volcom, New Era & Tilly's

By: Laura McQuarrie - Aug 26, 2015
References: tillys
Volcom recently launched a fashion collaboration with New Era, Tilly's and professional skateboarder Ryan Sheckler as part of a philanthropic new venture to benefit charity.

The 'Future Athletics' capsule collection was developed in part with Sheckler, who is the force behind The Sheckler Foundation that supports children and injured sports athletes. Pieces in the collection like classic t-shirts and hats fuse graphic floral fashion prints with athletic styles, turning traditional sportswear into street-ready apparel. A portion of the proceeds of sales through Tilly's will go towards driving The Sheckler Foundation's meaningful mission further.

Across multiple industries, co-branding is becoming increasingly popular as a marketing strategy to unite complementary brands and drive awareness when venturing into a new segment, market or category.