This is, without a doubt, one of most unique and fun marketing collaborations I’ve ever seen. Nike has teamed up with Krispy Kreme Doughnuts on a special white-red-and-green version of the Kyrie 2, the signature sneaker for Cleveland Cavaliers point guard Kyrie Irving. The limited-edition shoes come in a version of the doughnut maker’s trademark window box and will be sold out of a specially decorated “Ky-rispy Kreme” van that is set to drive from Nike’s headquarters in Oregon to Cleveland before continuing on to Baltimore, Harlem and Brooklyn.
While I think the collaboration is a win-win for both companies—because, after all, who doesn’t love doughnuts?—I have a couple of critiques. First, pairing one of the world’s premiere athletic apparel brands with a junk food company could be seen as sending a contradictory message (Can you say #Dunkabetes?). Also, “Ky-rispy”—I’m assuming it’s pronounced KYE-RISS-pee—doesn’t exactly roll of the tongue. Such a hybrid naming scheme might work better for the likes of Kris Humphries or Khris Middleton, who, unfortunately for the purposes of this promotion, haven’t risen to the level required to land major shoe endorsement deal.