Hard Court (@hardcourt): "Fils partnering with Balenciaga when he’s also sponsored by Lacoste is murkier than usual. When two brands with overlapping ambitions—both in fashion and competing for cultural cachet—are involved, they risk clashing. Who owns the narrative? Who gets which moment? And how do you…"

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Fils partnering with Balenciaga when he’s also sponsored by Lacoste is murkier than usual. When two brands with overlapping ambitions—both in fashion and competing for cultural cachet—are involved, they risk clashing. Who owns the narrative? Who gets which moment? And how do you keep one from diluting the other?

The reason last year’s dual partnership between New Balance and Miu Miu for Coco Gauff worked so well is simple: they weren’t competing for the same space. One owned performance, the other owned fashion, and the lines were clear.

Hard Court

Apr 8

4:44 PM

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