While some fans expressed that they had hoped the first-ever Tiffany sneaker would be done mostly in the brand’s signature blue hue, the new low-top shoe is made in a black suede with a blue swoosh and co-branded silver detailing on the back of the shoe above the heels. Retail price: $400.
Additionally, Tiffany & Co. has announced a co-branded sneaker-inspired collection of sterling-silver accessories ($250-$475) that will include a shoe horn, shoe brush and a dubrae (ornamental tag) made for the Nike x Tiffany & Co. Air Force 1 1837 laces.
The shoes will be available at two Tiffany & Co. stores in New York City and at select Nike stores in North America, as well as globally through Nike’s SNKRS app.
Collaborations are a fairly new strategy for Tiffany that began when French luxury conglomerate LVMH acquired the 186-year-old American jeweler in January 2021. At that time, 30-year-old Alexandre Arnault—the son of LVMH’s founder and CEO—became Tiffany’s executive vice president of product and communication. Arnault has spearheaded the steady stream of collaborations that have come out of Tiffany since. Some have been with other luxury brands, like Fendi and watchmaker Patek Philippe, but also with streetwear brand Supreme and artist Daniel Arsham. The company has created Tiffany blue basketballs and footballs with Wilson.
James’s strut was clearly choreographed by both brands. The collaboration had only been announced 24 hours prior, and decking out James in the new pieces was a savvy move to drum up excitement from fans and the media. The strategy appears to be working, given how much news the partnership has received so far.
Sportswear brand Nike and luxury jewelry brand Tiffany & Co. announced on Tuesday a collaboration on several products, including a pair of sneakers and silver shoe accessories which cost hundreds of dollars.
Tiffany & Co. and Nike previously worked together in 2014 when the jewelry company’s signature aqua color was used in a Nike and Diamond Supply Co. pair of shoes. This marks their first official collaboration. In the last few years, Tiffany has moved to attract a younger audience. In 2021, after being purchased by LVMH, it launched a campaign featuring the phrase “not your mother’s Tiffany,” and started featuring Beyoncé and Jay-Z as faces of the brand in the “About Love” campaigns. In one of their first ads, Beyoncé wore the famed Tiffany diamond, an 128-carat stone which had previously been worn only three times. In August, the brand ventured into NFTs, making wearable tokens out of digital assets.
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