Chris Reed
Oct 30, 2012

Vans play it loud with Metallica partnership

Metallica and Vans have created a cool synergistic brand alliance that plays to the strengths of both brands and the desires of both sets of fans.To celebrate the 30th anniversary of the release ...

Vans play it loud with Metallica partnership

Metallica and Vans have created a cool synergistic brand alliance that plays to the strengths of both brands and the desires of both sets of fans.

To celebrate the 30th anniversary of the release of Metallica’s debut album “Kill ‘Em All” (wow, doesn’t that you make you feel old if you can, like me, remember buying this great album) they have created a partnership with cool and trendy shoe brand Vans.

The edgy brands (ok loud brands) are collaborating on three pairs of trainers (or sneakers if you’re reading this in the US…).  The first two designs feature the hand and hammer motif seen on the record’s cover. The 3rd includes the line “Those who tell you not to take chances” from the track “Motorbreath.

The 30th anniversary of the album ties in with the 20th anniversary of the Vans HalfCab and the collaboration was between Metallica bassist Rob Trujillo and skater Steve Caballero. It’s a great partnerships that plays to the strengths of both brands while being true to their product roots.

Metallica follow in the footsteps of band brands such as Anthrax and Slayer as well as films like The Simpsons in partnering with Vans. Metallica themselves have aligned themselves with Billabong before.

There are many examples of shoe’s being used in brand partnerships. I wrote a blog about Disney using Christian Louboutin to design a special Cinderella glass shoe for the anniversary of Snow White (http://blog.campaignasia.com/chris-reed/christian-louboutin-turns-every-girl-into-a-princess/), Madonna launched her “truth or dare” line recently and Kanye West signed a deal with Aussie designer Dion Lee for a jointly branded collection.

Taylor Swift has also just partnered with shoe brand Keds to create special limited edition red trainers that will hit the stores the same time as her new album. Why red? Well imaginatively her new imagine is called….”Red”. I think the shoes will sound better than the new album....

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