Co-branding Examples Between Different Industries Part Two

Sporting Goods Manufacturer as an All-Round Partner 

Popular sports brands are very popular in co-branding. Although caps, T-shirts, team sticker printing and sports equipment can carry logos and are used for this, the shoes make the race. You lead the co-branding list in sports by far.  

Why? Because sneakers are still a fashionable must-have and cool, they also exude dynamism and have at least two decisive advantages over T-shirts. They are worn every day and are not covered up. On the other hand, a shirt regularly disappears in the washing machine and cold weather under a jacket. 

You see and see co-branded sports shoes again and again: Converse sneakers with the logo of Coca-Cola, those of Fila with Pokémon, Kangaroos with Jägermeister, Nike sneakers in jeans outfits from Levi's, and many other combinations. 

Puma already looks back on a long tradition of co-branding. The Franconian sporting goods manufacturer has been equipping the Ferrari racing team since 2005 and is constantly expanding the joint collection. Under the Scuderia Ferrari Collection label, the online shop sells trousers, jackets, T-shirts, hats, caps, rucksacks, bags, purses - and above all, shoes with the black horse on a yellow background. 

Further brand collaborations exist with Red Bull Racing, Mercedes AMG Petronas, and BMW Motorsport. Pirelli was added in 2019. Inspired by modern sports cars, the Puma designers created different versions of the "Replicat-X" sneaker (photo) for the Milan-based tire manufacturer. The unique feature of this shoe: The sole has the "Blue Profile" developed by Pirelli, which is intended to provide grip and control on a wet race track, just like in car racing.