Netflix, Nike & Top Boy – The Collaboration of 2023

In a remarkable collaboration, Netflix, designer LORENZ.OG, and Nike have unveiled a special edition Air Max 95, dubbed ‘Summerhouse OG,’ in honour of ‘Top Boy’s final season. This exclusive sneaker is one of a trilogy, which also features customised designs for Premier League stars Erling Haaland and Marcus Rashford.

The ‘Summerhouse OG’ variant is a tribute to the last season of ‘Top Boy.’ A mere 30 pairs of these collectible kicks were produced, and it’s believed most were gifted to the show’s cast. Details on how to acquire these distinct shoes have not been released.


Brand collaborations for TV show launches have become an increasingly prevalent strategy in the entertainment and marketing world, and for good reason. When done right, such partnerships can amplify awareness, boost engagement, and create a multi-faceted experience for fans and consumers.

Here’s a breakdown of why these collaborations can be so effective for creating awareness:

  1. Synergy of Audiences: Collaborations allow brands and TV shows to tap into each other’s established audiences. This cross-promotion expands the reach of both entities, potentially attracting new fans or customers who might have previously been unaware of one or the other.
  2. Enhanced Buzz: The unexpected nature of some collaborations can generate considerable buzz. People love to talk about the unexpected, so a surprising partnership can fuel conversations both online and offline, driving organic publicity.
  3. Unique Merchandise and Collectibles: Collaborative products or experiences often come across as exclusive or limited-edition. Fans of both the show and the brand are more likely to want these collectibles, increasing demand and excitement.
  4. Shared Marketing Resources: Both entities can share the financial and creative resources required for marketing, leading to potentially bigger and more impactful campaigns than if they were to promote independently.
  5. Reinforcement of Themes and Narratives: Sometimes, brand collaborations resonate with the storyline or theme of the TV show. This deepens the connection fans feel with the show and enhances their overall experience.
  6. Extended Shelf Life: Even after a TV show concludes or is between seasons, branded products can remain in the market, serving as a constant reminder of the show and keeping it relevant in the public’s consciousness.
  7. Interactive Experience: Collaborations can lead to unique experiences for fans, such as pop-up shops, interactive websites, or themed events. These experiences can make fans feel more connected to the TV show and the brand, as they’re not just passive viewers but active participants.
  8. Social Media Amplification: Collaborative campaigns often result in amplified social media activity. Shared hashtags, online challenges, giveaways, and user-generated content can virally spread awareness.
  9. Broader Media Coverage: Unique collaborations often catch the eye of the media. Both mainstream news outlets and niche blogs or magazines may cover the collaboration, reaching even broader audiences.
  10. Increased Credibility and Cool Factor: A well-chosen collaboration can boost the ‘cool’ factor for a brand or TV show. For instance, a show targeting younger audiences might collaborate with a trendy fashion brand to increase its appeal.

In conclusion, brand collaborations for TV show launches can provide a mutually beneficial relationship that amplifies the impact of traditional marketing strategies. Such partnerships have the potential to create a holistic experience that resonates deeply with audiences, making them an effective tool for awareness and engagement.

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