Overtime has teamed up with Converse to provide fans with a one-of-a-kind basketball experience called Overtime Takeover.
Source: Overtime Takeover x Converse give us a glimpse into the future of ball
Nigel D’Souza dropped a dope post on an upcoming promotional event featuring Converse collaborating with startup media company Overtime. In this post Nigel delivers info and a dope event that speaks to the heart of my longtime discussion point of brands becoming media companies. Converse isn’t exactly becoming a media company with this collab. They are utilizing a company that already has the technology to create a campaign that will generate considerable brand interest around their new shoe. There is one problem that has been overlooked… or maybe it isn’t a problem.
adidas Sets Up at Platform A in Paris | The Battle for Startups In the Sneaker Industry
If you’ve been reading the site you know that I write often about the acquisitions taking place in the sneaker/sports community. I recently wrote about adidas’ investment via Paris’ Platform A incubator. In the post I wrote that adidas was doing smart work by developing a portfolio of businesses that will allow the brand to organically generate content to promote its products. I even spoke highly of the upcoming media venture by adidas for their “She Breaks Barriers” campaign:
adidas Breaks Barriers by Creating a Streaming Platform for Women’s Sports
In the post above, however, I discussed that adidas bypassed Overtime to work with Intersport for their new campaign. I saw this as a problem. I haven’t been able to do any investigative work to clarify if there is a paradox at play for the Three Stripes and Converse, but it appears that my analysis that every brand should be taking the time to develop in-house media companies is spot on here. If Overtime is indeed a part of adidas incubator, it appears that adidas is asleep at the wheel or they are allowing their acquisition to earn revenue from other sports companies. If this is the case then Converse and Nike are in the precarious position of paying adidas to promote their product which feels a bit ironic.
