Adidas is continuing to team up with popular media franchises to produce branded footwear. The latest example is its new partnership with the long-running Pokemon franchise, which has produced what looks like an Adidas Campus bearing the images of the ever-popular Pikachu and Squirtle from Generation I of the Pokemon franchise. Suffice to say that the use of white leather for the shoe ensures that the Pokemon image pop out of their surroundings, thus making for a more impactful sight than otherwise possible.
What Can We Expect the Shoes to Be Released?
Currently, there is no way to tell when the Adidas Pokemon shoe will be released for interested individuals. Instead, people have offered speculation based on the big Pokemon releases that are coming up in the future, which is based on the presumption that the collaboration is meant to provide such a release with some hype for better numbers than otherwise possible.
In short, there are two big Pokemon releases that are coming up. First, there is the Detective Pikachu movie starring Ryan Reynolds, which is looking more promising than what most people would have expected based on its basic premise. In any case, said movie is coming out in May of 2019, meaning that there are some people who think that the shoe is coming out very soon for the purpose of meeting that deadline. Second, the next big Pokemon release would be the main games for Generation VIII of the Pokemon franchise, which will be called Pokemon Sword and Pokemon Shield. An exact release date hasn’t been revealed for said titles, but we do know that they are meant to come out sometime in late 2019, which presumably means months and months in the future. Theoretically, it is possible that the shoes will be released for the purpose of promoting those titles. If so, it means that they won’t be hitting the market until much later than under the other line of speculation. However, seeing as how the shoes don’t look like something that won’t be ready until months and months into the future, it seems safer to expect them to come out sooner rather than later when presented with these two options.
Regardless, it remains to be seen how the new Adidas Pokemon collaboration will work out. Certainly, the fact that Adidas is continuing to team up with various popular media franchises suggests that its initiatives in this regard have been fruitful enough for it to continue. However, past successes are never guarantees for future continuation, meaning that it is best not to assume that the shoes will succeed just because their predecessors bearing symbols belonging to other media franchises have. Still, the Pokemon franchise packs plenty of merchandising power in its own right, so that will presumably have an effect on the ultimate numbers as well.
Why Do Companies Team Up Anyways?
By this point, some people might be wondering why some companies choose to team up for these collaborations anyways. After all, collaborations tend to take a fair amount of time, effort, and other limited resources from both parties, meaning that they aren’t something that can happen without a serious commitment. As for why the relevant parties are willing to make such commitments, well, the answer is actually pretty simple and straightforward.
In short, there are very few businesses with products and services with universal appeal. Instead, most businesses have to settle for a limited swathe of whatever market it is that they are aiming at. Under the right circumstances, businesses can use collaborations to introduce their products and services to interested individuals who might not hear about them otherwise, thus providing them with a chance to secure future customers from these people. In other words, when Adidas and the Pokemon franchise team up to make a shoe, Adidas is using it as a chance to tap into the base of Pokemon fans while Pokemon is using it as a chance to appeal to Adidas customers. On top of this, it should be mentioned that collaborations can serve to generate hype as well, which can be critical for the sales of just about anything that is reliant on public perception.