Diamond shoes: sneaker lovers surprised by Nike and Tiffany collaboration

The world-famous sportswear manufacturer Nike, which has been on the market since 1971, has surprised many times with collaborations with various brands. A few days ago, it announced joining forces with the iconic jewellery retailer Tiffany, part of the LVMH conglomerate since January last year. The news was announced by the brands together on social networks and immediately provided the first images of exclusive sneakers and other products, that came out of the collaboration.

Legendary jewelry store Tiffany & Co. was bought by LVMH for $15.8 billion in January 2021, and since then, Alexandre Arnault, son of billionaire and LVMH CEO Bernard Arnault, has revamped the brand to attract a younger generation – its latest ambassadors include Jay-Z and Beyoncé. That collaboration has helped Tiffany increase its value by more than 18%, and it is growing faster than ever. According to Arnault, the collaboration with Nike aims to take Tiffany jewellery into the fashion world, where LVMH – Louis Vuitton, LOEWE, and Rimowa have also found success. Today, in addition to the iconic store on 5th Avenue in New York, Tiffany brand products fill more than 300 retail stores around the world.

nike tiffany

LVMH's shares performance over the past 5 years. (Source: Google) *

 

The Tiffany brand has previously engaged in fashion to expand its reach, launching collaborations with Supreme, Fendi and Patek Philippe, as well as artist Daniel Arsham and the Andy Warhol Foundation for the Visual Arts.  The new 'wind in the sails' has undoubtedly also benefited the shares of parent company LVMH, which rose slightly following the announcement. Over the past year, the company's shares on the Paris Stock Exchange have risen by 14 percent and, looking at 5-year performance, we can see a 223 percent increase.*

 

Details of the collaboration were released on Tuesday

Nike x Tiffany & Co. Air Force 1 1837 in black suede with a blue swoosh (Nike's signature symbol) and a silver element on the heel will launch on March 7, 2023. These sneakers were created as a tribute to the 40th anniversary of the first Nike Air Force 1 model. Tiffany and Nike posted the first news of their exclusive product on Instagram, Facebook, and LinkedIn already this past weekend. They provided all the images and details to the public on Tuesday. The estimated retail price is $400 per pair. It was this fact that didn't excite sneaker lovers, as well as the minimalist use of the typical Tiffany blue colour. Despite this, the announced product has caused a stir in the fashion world and promises high interest in the result of this collaboration.

 

The collaboration didn't stop at sneakers

Along with the sneakers, a silver collection will also be released, which includes a shoehorn, a shoe brush and a decorative dubrae pendant on the laces. The shoes will be available at two Tiffany & Co. stores in New York City and select Nike stores in North America, as well as globally through Nike's SNKRS app.

Snímek obrazovky 2023-02-07 v 15.06.11

Nike x Tiffany & Co. Air Force 1 1837

 

Jewellery as a potential investment for the future

According to Grand View Research, the entire jewelry industry is projected to grow at 8.5% to reach $518 billion by 2030. [1] Naturally, Nike wants to participate in this and, together with Tiffany & Co, has entered the market in a unique way. Nike also stated that Tiffany's sneakers are the first ever "legendary pair" of shoes it has produced. We will see if the collection sells as expected and if this will be reflected in the shares' performance of the two mentioned companies. In fact, unlike LVMH, NIKE shares trading on the US NYSE are in the red on an annual basis, although looking at five-year performance we can see growth of 70 percent.*

 

tiffany 2

Nike's shares performance over the past 5 years. (Source: Google) *

 

Olivia Lacenova, Analyst at Wonderinterest Trading Ltd.

 

 

 

*Past performance is no guarantee of future results.

 

[1] Forward-looking statements are based on assumptions and current expectations, which may be inaccurate, or on the current economic environment, which may change. Such statements are not guarantees of future performance. They involve risks and other uncertainties that are difficult to predict. Results may differ materially from those expressed or implied by any forward-looking statements.

 

This text constitutes marketing communication. It is not any form of investment advice or investment research or an offer for any transactions in financial instrument. Its content does not take into consideration individual circumstances of the readers, their experience or financial situation. The past performance is not a guarantee or prediction of future results.

🍪 Cookies

We use cookies to store, access and process personal data to give you the best online experience. By clicking Accept Cookies you consent to storing all cookies and ensure best website performance. You can modify cookie preferences or withdraw consent by clicking Cookie Settings. To find out more about cookies and purposes, read our Cookie Policy and Privacy Notice.

Cookies settings


Cookie Control

What are cookies?

Cookies are small text files that enable us, and our service provides to uniquely identify your browser or device. Cookies normally work by assigning a unique number to your device and are stored on your browser by the websites that you visit as well as third-party service providers for those website. By the term cookies other technologies as SDKs, pixels and local storage are to be considered.


If Enabled

We may recognize you as a customer which enables customized services, content and advertising, services effectiveness and device recognition for enhanced security
We may improve your experience based on your previous session
We can keep track of your preferences and personalize services
We can improve the performance of Website.


If Disabled

We won't be able to remember your previous sessions, that won't allow us to tailor the website according to your preferences
Some features might not be available and user experience reduced without cookies


Strictly necessary means that essential functions of the Website can not be provided without using them. Because these cookies are essential for the properly working and secure of Website features and services, you cannot opt-out of using these technologies. You can still block them within your browser, but it might cause the disfunction of basic website features.

  • Setting privacy preferences
  • Secure log in
  • Secure connection during the usage of services
  • Filling forms

Analytics and performance tracking technologies to analyze how you use the Website.

  • Most viewed pages
  • Interaction with content
  • Error analysis
  • Testing and Measuring various design effectivity

The Website may use third-party advertising and marketing technologies.

  • Promote our services on other platforms and websites
  • Measure the effectiveness of our campaigns

Risk warning: CFDs are complex instruments and come with a high risk of losing money rapidly due to leverage. 92.59% of retail investor accounts lose money when trading CFDs with this provider. You should consider whether you understand how CFDs work and whether you can afford to take the high risk of losing your money.