This is the first time that the jewelry firm has entered the world of footwear, although the alliance between Nike y Tiffany & Co. It shouldn’t surprise longtime fans, since since its acquisition by LVMH in 2021, Tiffany collaborations have multiplied. Under the leadership of Alexandre Arnault, and CEO Anthony Ledru, the brand has tried (and succeeded) to establish itself as a key player in the modern luxury business. Collaborations with Beyoncé and Jay-Z (the couple’s first joint project outside of music), Supreme, Daniel Arsham, Fendi and Patek Philippe have given Tiffany a higher level of influence. A collaboration with Nikewhatever it is, will only increase the prestige of Tiffany and Co..
For Nikethe launch of the Tiffany & Co. x Nike Air Force 1 Low it’s also a smart move. Interest in the jewelry sector is booming. First of all, men have developed more adventurous habits when it comes to buying necklaces and rings. Secondly, more and more brands are daring to add shine to their men’s products. Frank Ocean launched his own jewelry brand, Homer, while Prada first presented its high jewelry collection at the end of 2022.
There is a sudden increase in the number of diamond grill specialists in business. Market data firm Grand View Research has also reported that the entire sector has a projected growth rate of 8.5%, which will push its value to a whopping $518 billion by 2030. Naturally, Nike wants to participate in this fashion trend and with the blessing of one of the most important jewelry brandshas entered the market in its own way —through the Tiffany & Co. x Nike Air Force 1 Low—, before other brands even had the opportunity.
Article originally published in GQ UK.
