Nike’s collaboration with Patta shifts focus to a running-inspired collection that merges style and utility. Despite being the biggest collaboration through their 18-year relationship, many have drawn their attention towards their unparalleled marketing campaign that went viral in both the United States and Europe alike. But how has Patta leveraged Nike’s connections like never before, and why is this campaign the pinnacle of sports marketing? This marketing case study explores Nike’s collaboration with Patta, it’s marketing campaign, and how its collection is taking over fashion & sneaker culture.
Patta is a Dutch sneaker and streetwear boutique founded Edson Sabajo and Guillaume Schmit in Amsterdam. Sabajo and Schmit came together to fill the void for the lack of sneaker accessibility in Amsterdam and Europe altogether. Upon the store opening in 2004, Patta has since built a retail empire that not only provides wide accessibility to sneakers in Europe, but has also gone global as fans from around the world began to buy into Sabajo and Schmit’s mission.
The greatest factor that attributed to Patta’s quick success was its close knit, family-oriented branding that prioritized collaboration and community at the cornerstone of its ethos. Their humble beginnings would soon turn into global awareness as companies like Nike, Adidas, Asics, Stussy, Umbro, and many others pursued collaborations with the Dutch brand. In addition, Patta extends its branding through its philanthropic ventures. Its Patta Foundation funds projects for the youth in the Amsterdam community, and is continuing to expand into neighboring countries in the EU.
Sabajo would expand Patta’s outreach by founding the Patta Running Team in 2010. This team would regularly attend running events ranging from 5k’s to marathons, and is a “way to motivate (Sabajo’s) friends and family to train, chill, laugh, and party together.” To celebrate its 14 year anniversary, Patta teamed up with Nike on a new collection geared towards Patta’s Running Team and associates.
Nike and Patta’s new collaboration steps away from its streetwear roots and pivots towards a heavily running-focused collection - fusing the worlds of fashion and function at its finest. Products within this new collection feature running shorts, sweat-wicking shirts, running jackets/pants, racing suits, and more. Nearly every piece from the collection features both the Nike Swoosh and Patta’s running team logo, creating a refreshing, coveted product line.
However, the most cherished piece from Patta’s collection is its new $600 dollar varsity jacket. Patta’s varsity jacket was first seen on Los Angeles Lakers superstar, LeBron James, and has since spread to Patta’s running team crew during the 2024 London Marathon. But despite the high price, this jacket will easily sell out upon the collection’s release on May 2nd, and here are the reasons why:
Nike & Patta's Marketing Campaign
Nike and Patta Collaborations have a proven track record of superb marketing, exciting products, and an inspiring mission. However, with this new collection being the biggest collaboration yet, how did Nike ensure that its marketing surpassed its previous efforts? Let’s find out:
- Effectively Addressed Target Market: Nike and Patta anchored their marketing efforts towards social media to reach its target audience. Since Patta products tend to have a more expensive range, the target market for its latest collection was directed towards 22 to 35 year olds interested in fitness, running, sneakers, streetwear, and other related interests. Nike and Patta both launched several social posts to promote their latest collaboration, which found immediate success regarding its engagement rates, comments, shares, and other social KPI’s.
- Sniper Method for Influencer Marketing: Instead of casting a wide net to meet its influencer marketing needs, Patta decided to approach this strategy with caution and precision. Nike and Patta didn’t want just any Nike athlete to showcase its collection, they wanted to save it for the best of the best: LeBron James. After James featured Patta’s jacket before a Lakers game, everyone flocked and scoured the internet to find what type of jacket he was wearing. This ‘sniper’ method for influencer marketing only works when the single individual has such a strong grip on culture trends and fashion; and fortunately for Patta, Nike has one of the greatest influencers in all of sports with James.
- Leveraged Run Clubs to Promote Collection: Not only did the Patta run team participate in races like the London Marathon, but they also held individual events for runners to join the team through the streets of Amsterdam. Holding community events serve a twofold purpose. First, it solidifies and builds Patta’s community-oriented brand; and two, showcasing Patta’s new collection during its run clubs is the most effective way to market and reach the desired audience. Those that attend are fans of the brand and running, providing an effortless strategy to produce leads and potential customers.
- Wide Accessibility for US and EU Customers: Sabajo and Schmit made sure that their latest collection with Nike was widely accessible to those in Europe and overseas in the United States. Patta released its collection on their website on April 26, and Nike will do the same on its SNKRS app on May 2nd. Most of the collection is still available on Patta’s website, which has been linked here for your convenience and curiosity. Having a widely accessible collection goes beyond the improvement of sales, it also establishes an including environment that is both welcoming and exciting.
Despite a successful track record, Nike and Patta can still grow their campaigns to reach more of its target audience from around the world.
- Expand Running Team to North America: Fortunately for Patta, they don’t need to reinvent the wheel for this strategy. The brand has found tremendous success from its existing running team in Amsterdam, and should penetrate the running club industry in America to find new success. Just as they attended the London Marathon, Patta’s Running Team could attend significantly more running events in the states like the Eugene Marathon, the Boston Marathon, the Chicago marathon, and other world major events.
- Increase Influencer Marketing: Yes, Patta hit a home run with its influencer marketing for its latest campaign with Nike, but why stop here? Companies have done very well when utilizing celebrities and influencers to support their brand, and whether it is through the machine gun method or sniper method, Patta can certainly find success due to its reputable ethos and coveted products. For example, Patta could replicate the strategy used for the Travis Scott Jumpman Jack, leveraging influencers to reach its target audience; or they can go the route like the Alphafly 3 where world-class athletes debuted the new shoe. Either way, the options are endless, and Patta should explore these methods and discover what works best for them and their style.
Nike and Patta’s 18 year relationship has blossomed some of the greatest products and marketing campaigns the sports industry has ever seen. From signature sneakers to racing gear, Patta continues to innovate and push the boundaries of sports collaboration. With its social media presence paired with it’s run club and influencer marketing, Patta nailed its marketing campaign for its newest product line with Nike. This collection certainly got everyone’s attention from an aesthetics perspective, but we cannot confirm if it will help improve my marathon performance….more on that soon.