This week’s biggest announcement was probably Tiffany & Co.’s statement that they will be creating their own Nike AF1 1837. Following this surprise, we explore the brands’ motivations for this big deal collaboration.

The Nike x Tiffany Air Force 1 1837 is a tribute to Tiffany’s humble beginnings when it started off as just a luxury store. Now Tiffany, one of the most popular jewellers today, celebrate with the words “A Legendary Pair” and Tiffany’s signature blue colour standing out in the release image of a shoebox, the news undoubtedly came out of the blue. For the shoe itself, a Tiffany Blue swoosh may be found within an all-black, mainly suede Air Force 1. There also seems to be 925 sterling silver heel tabs and a tongue tag with a stitched-on Tiffany script.

At the Lakers-Knicks game in Madison Square Garden, LeBron James was the first to stunt in the new Tiffany & Co. x Nike collaboration (Jan 31st).

What’s the deal with the collaboration?

This partnership with Nike could simply be a strategy to embed Tiffany’s reach more into the fashion world, where other LVMH brands like Louis Vuitton, LOEWE, and Rimowa have achieved success. Saying this, it seems this shoe will be very well received and success will also come with this shoe as Tiffany have a cult like following similar to Nike.

As Tiffany accelerates its posture from stale legacy brand to ultra-modern luxury juggernaut, the benefits are obvious. Being Tiffany’s first collaboration with a mass market brand, it that will enable them to tap into a larger pool of youthful consumers. Tiffany’s ability to reach this younger audience will surely boost the impact of the Nike partnership.

Continual innovation and creativity, in Bernard Arnault’s opinion, are essential for the success of contemporary luxury firms. “You need to be a part of the cultural conversation,” he says. “I feel like Tiffany wasn’t part of the conversation over the past few years.” However, for Nike who have already been in tune with the culture, what they benefit from this collaboration isn’t as clear-cut. Tiffany & Co stand to gain much more.

The Tiffany x Nike Air Force 1 1837 will be available starting March 7 through the Nike SNKRS app, the Tiffany Flagship Next Door, the Tiffany store in SoHo, and a few other Nike stores globally.