# Beer-Branded Sneaker Collaborations The Dame 7 EXT/PLYs Sport Modelo's Iconic Blue and Gold Colors By Josh Thompson-Persaud | Published 2021-06-07 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/dame-7-extplys References: [kicksonfire](https://www.kicksonfire.com/modelo-especial-x-dame-7-ext-plys-how-to-win/) [Modelo](https://www.trendhunter.com/trends/fighting-spirit) partnered up with popular professional basketball player Damian Lillard to launch the beer-branded Dame 7 EXT/PLY shoes. The shoes have a slimmed-down profile, sporting Modelo's iconic black and gold colors over a white foundation. The Dame 7 EXT/PLYs incorporate signature elements from both brands with the Modelo logo placed near the toe and Lillard's D.O.L.L.A. logo integrated into the lacing structure. The shoe collaboration honors Lillard's "Fighting Spirit"–one of Modelo's brand values. Fans of the two brands had a chance to win a signed pair of the Dame 7 EXT/PLY sneakers through social media for a limited time. This collaboration marks Modelo's second foray into the shoe market with the first being a [sneaker collaboration between the beer brand](https://www.trendhunter.com/trends/sapporo-beer-black-label-x-general-scale) and the [Brooklyn Nets](https://www.trendhunter.com/trends/on-your-own-time). Image Credit: Modelo ## Trend Insights (Trend Hunter) - Score: 4.6/10 - Popularity: 80% | Activity: 48% | Freshness: 10% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Key Themes Behind This Trend - **Brand-branded Collaborations:** More brands may collaborate to create unique products and reach new audiences. - **Limited Edition Merchandise:** Limited edition merchandise may become more popular as a way for brands to create hype and exclusivity for their products. - **Athlete-brand Collaborations:** More athletes may collaborate with brands to create branded merchandise based on their personal style and values. ### Where This Applies - **Alcoholic Beverages:** Alcoholic beverage brands may explore collaborations with other industries to create unique products and expand their reach. - **Fashion:** The fashion industry may see an increase in collaborations with brands from other industries to create limited edition merchandise. - **Athletic Footwear:** The athletic footwear industry may see an increase in athlete-brand collaborations that allow for unique and personalized shoe designs. ## Related on Trend Hunter - [Athlete-Collaborative Performance Shoes](https://www.trendhunter.com/trends/dame-x.md) - [Mexican Beer-Inspired Streetwear](https://www.trendhunter.com/trends/fighting-spirit.md) - [Nature-Inspired Shoe Collabs](https://www.trendhunter.com/trends/ultraboost-5-x-hermanos-koumori.md) - [NBA Championship Beer Collabs](https://www.trendhunter.com/trends/nba-championship-bottles.md) - [Co-Branded Beverage Boxes](https://www.trendhunter.com/trends/beverage-box.md) - [Soda-Collaborative Dynamic Sneakers](https://www.trendhunter.com/trends/shaq-attaq-2.md) - [NBA Shoe Collaborations](https://www.trendhunter.com/trends/jordan-clarkson.md) - [Beer-Branded Work Boots](https://www.trendhunter.com/trends/pabst-blue-ribbon-and-timberland-pro.md) - [NBA-Honoring Alcohol Bottles](https://www.trendhunter.com/trends/victor-solomon-x-michelob-ultra.md)