Anta’s Pop Mart merch, Lacoste’s Chinese streetwear

This week’s brand collabs exemplify how Chinese brands can extend their global footprint via collaborations with Western businesses. Beverage powerhouse Heytea is fueling its growth in the UK by partnering with London’s Royal Ballet and Opera House on a pop-up, Anta has launched another Pop Mart sneaker, and East-to-West streetwear collab-king Clot unveils a collection with Lacoste. Subscribe here to receive these updates to your inbox weekly via the Collaborations newsletter. Heytea x Royal Opera House Details: Social context: Verdict: Blending traditional British cultural heritage with modern Asian tea culture, this partnership broadens the Chinese beverage brand’s audience in the UK, while also offering consumers a unique blend of art and culinary innovation. The pop-up in London’s Covent Garden is part of Heytea's broader strategy to rapidly expand its footprint in the UK. The project comes as three new UK stores have opened in the second half of 2024. By creating a limited-edition tea inspired by the Royal Ballet’s production, Heytea reinforces its reputation for innovation and trendsetting. This collaboration not only introduces a new product, but also aligns Heytea with prestigious cultural institutions, elevating the brand’s image in the global market. Anta x Pop Mart Details: Sneakers, August 18 Social context: On Weibo, Pop mart has just over 1 million followers, while Anta has 3.45 million. #AntaPopMartcollab has more than a million reads on the same platform. Verdict: Brand synergy: This collab leverages the strengths of both brands – Anta’s reputation in sportswear and Pop Mart’s influence in the collectible toy market. By combining these elements, the collaboration appeals to a broader, younger audience interested in both fashion and collectible culture. Featuring the popular character Molly - the IP that helps generate a large proportion of Pop Mart's overall revenue -, the collection taps into the growing trend of producing merchandise through collaboration. The partnership has been strategically marketed through influencer partnerships and a social media-driven “fit check” campaign. Clot x Lacoste Details: Fall collection, September 6 Social context: Clot has 229,000 fans on Weibo and Lacoste has 481,000. Verdict: The Clot x Lacoste collaboration skillfully merges Lacoste’s tennis and golf heritage with elements of Chinese martial arts, creating a unique blend of Western and Eastern aesthetics. By reinterpreting both brands’ styles, the collection offers versatile streetwear that caters to both men and women. The fusion of traditional and modern elements results in apparel that is both fashionable and functional. The Chinese-style jacket is the collection’s star piece, made from Lacoste’s iconic Polo material, exemplifying the innovative design behind the collection. By integrating traditional Chinese design with modern craftsmanship, the collaboration highlights the potential for creativity in cross-brand partnerships.

Anta’s Pop Mart merch, Lacoste’s Chinese streetwear

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Published September 03, 2024

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Anta’s Pop Mart merch, Lacoste’s Chinese streetwear