The Jerry Lorenzo Fear of God x Nike Collaboration has been a hot topic on sneaker blogs everywhere. The Under Armour x A$AP Rocky Collaboration has been talked about on sneaker blogs everywhere, but not in a similar fashion.
Nike created an entire discussion on their own platform featuring an interview with Leo Chang and Jerry Lorenzo on the creative process for the Air FOG. They delivered imagery and a story that has made the launch of the shoe heavily expected although the shoe is going to cost 395 dollars. It will more than likely sell out.
In contrast Under Armour utilized social media and failed to post any long-form content on their own site. There isn’t anywhere that delivers the narrative of why the UA x A$AP Rocky collab was fostered.
The contrast highlights the discussion in my recent ebook on Nike’s CDO and marketing in a new retail environment: https//arch-usa.com/product/how-nike… More important it establishes how delivering content on your own platform allows for higher ranking in search and allows other sites to pingback to the original post derived and controlled by the brand.
