Overkill and PUMA Join Forces on the Berliner Luft Collection
References: overkillshop & hypebeast
PUMA and Overkill work in collaboration on the new Berliner Luft collection that continues to grow on the previous design that originally launched back in 2017. 5 years ago, the duo joined forces to celebrate the peppermint-flavored liqueur, and this time around honors the same theme across the PUMA XS 7000 sneaker and the Mirage OG sneaker model.
The XS 7000 sneaker is designed in a minty tonal colorway that is made from materials such as premium suede and mesh together. It is then marked with co-branding accents that can be seen on the tongue and heel. The Mirage OG sneaker retains the same tonal palette and lightweight construction with technical details in red as a nod to the Berliner Luft bottle.
Image Credit: Overkill
The XS 7000 sneaker is designed in a minty tonal colorway that is made from materials such as premium suede and mesh together. It is then marked with co-branding accents that can be seen on the tongue and heel. The Mirage OG sneaker retains the same tonal palette and lightweight construction with technical details in red as a nod to the Berliner Luft bottle.
Image Credit: Overkill
Trend Themes
1. Liqueur-inspired Sneakers - There is an opportunity for brands to create unique partnerships with liquor companies to produce limited edition, liqueur-themed sneakers.
2. Collaborative Shoe Design - Collaborations between fashion and sneaker companies can lead to innovative designs inspired by various industries and products.
3. Brand Loyalty Through Nostalgia - Nostalgic design themes and collaborations can build brand loyalty through an emotional connection with consumers, leading to increased sales and customer retention.
Industry Implications
1. Fashion - Fashion companies can collaborate with liquor companies to produce liqueur-inspired merchandise, such as sneakers, to appeal to a wider consumer base.
2. Sneaker - Sneaker companies can collaborate with other industries, such as liquor, to create unique and original designs that appeal to collectors and enthusiasts.
3. Alcohol - Liquor companies can increase brand awareness and reach a new demographic by collaborating with fashion and sneaker companies to produce merchandise inspired by their products.
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