South Korean-based sporting goods company Fila and Skim Milk, an obscure clothing label from LA, joined together to bring back a past collaboration, an all-purple sneaker model that has a statement retro aesthetic to it.
First launched back in 1995, the sneakers received the updated colorway at the hands of Skim Milk. Due to the bold colorway, the sneakers were dubbed 'Purple Reign.' As Fucking Young! reports, the label's concept for the design comes from Skim Milk's mantra, "there is nothing more offensive than boring."
To promote the sneakers, Fila and Skim Milk worked alongside art model Michael Q. Schmidt, who poses nude for the print shots, and is shown cuddling in a field in a NFSW ad that coincides with the campaign.
Why This Trend Is Growing
- Retro Aesthetic
- Disruptive innovation opportunity: Explore the nostalgia trend by updating classic designs with bold colorways to attract modern consumers.
- Provocative Advertising
- Disruptive innovation opportunity: Push boundaries with unconventional and NSFW marketing campaigns to capture attention and spark conversation.
- Collaborative Branding
- Disruptive innovation opportunity: Foster partnerships between established and obscure brands to create unique products that cater to niche markets.
Industries Being Reshaped
- Sporting Goods
- Disruptive innovation opportunity: Incorporate retro aesthetics and limited edition collaborations to revive interest in classic sneaker models.
- Fashion
- Disruptive innovation opportunity: Embrace provocative advertising techniques to challenge industry norms and attract attention in a crowded market.
- Art and Photography
- Disruptive innovation opportunity: Use unconventional models and settings in advertising to push creative boundaries and leave a lasting impact.
