AdNew's ListenIn series looks at industry issues emerging via social media.
The Nike x Tiffiany Co. product collaboration, named The Legendary Pair, has definitely got people talking.
Initial reactions when the sports and luxury jewellery brand teased their collab on social media, people were optimistic.
However, when the actual products were detailed reactions turned negative.
Set to officially launch on March 7 the full collaboration (picture above) includes - a pair of black suede Air Force 1 with a Tiffany Blue swoosh, a sterling silver cleaning brush, a co-branded shoe horn, Tiffany Blue shoelaces with a dubrae, and a whistle.
Chris Kubbernus, CEO of social media agency Kubbco, said on LinkedIn: "I was hyped for this. But what a disappointment. There’s nothing legendary or luxury brand quality about this.
"Where’s the sizzle? Where’s the artistry?
"A lesson for brands looking to collab. You better bring it. You better do something cool, something actually legendary. Otherwise, you will just end up hurting both brands."
Leanne O'Sullivan, founder at Adventure Digital, said: "Just seems a cheap money grab - which is hardly on brand for either product."
Bek Agius, senior brand and marketing manager at Alpha Digital agency, said: "I saw this ad and thought it was going to be a chance for Tiffany to do something wild to regain some of the younger generations’ attention that maybe didn’t grow up coveting their brand.
"What a damn shame."
Meanwhile, not everyone is hating on the collab.
Adam Ferrier, consumer psychologist and founder at Thinkerbell, told AdNews: "I love this collab. As we all know (I hope) salience trumps brand meaning when it comes to sales and brand building.
"So even if this is just a cheap attention-getting stunt both brands have created increased sales and brand equity in the attempt.
"Every article and every post expressing their disappointment in either brand is also contributing to their success.
"More of this kind of avant-garde thinking, please.
"I also think there’s something cool in the restraint that Nike has shown just using the iconic colour in the swoosh rather than doing something silly like diamonds encrusting the sole."
While the conversation is spilt, there seems to be more love for the other elements in the product collab, with the shoe being the most hated.
Therese Tarlinton, freelance presenter and digital solutions advisor, said on LinkedIn: "The black trainers with the duck egg blue swish are underwhelming, but the Tiffany Nike whistle as a gift for that coach that got your team to the grand final - BRILLIANT.
"Love the laces and the shoe horn too - very fun, but the toothbrush I'm going to throw away. Or maybe it's a toothbrush for display purposes only and you never ever brush your teeth with it."
So what makes a good collab?
Jess Wheeler, freelance creative, told AdNews: "The more interesting collabs are when two brands come together to make something I haven't seen before.
"Something that never would have existed had they not collided. And ideally, making both brands cooler.
"Liquid Death x Nixon's watch is one, I haven't seen a gold watch with a bloody axe on it before."
"GoPro x Red Bull gave us a dude falling from space."
"Even the Nike x Sharpie collab a few years back was more of an idea than... just a teal blue shoe?"
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.