The Ask: Come up with an unexpected collaboration for Clark Wallabees. Consider how the product and partner are integrated. Also consider how the product will be special and unique.
Insight: Clark Wallabees are considered to be a shoe for pioneers, those who are innovators and push the envelope.
Strategy: We used Kendrick Lamar for this project because it is realistic, yet unexpected. Most shoe brands that collaborate with artist do not have political or elements that are "for the cause" on merchandise. Although Kendrick embodies innovation and being a pioneer. This was UNEXPECTED. This release was in 2020, five years after Kendricks TPAB album release. We released this shoe to celebrate and commemorate his masterpiece, but to also celebrate "Black Excellence". The themes centered around 2015's TPAB were centered around oppression, race, institutionalism, and faith when it came to black people, but we want to focus on black empowerment and uplifting. We did that by highlighting Black Excellence that spans across all boards and not just music and sports. The shoe featured prominent and prevalent public figures that exhibit "Black Excellence". For this example we did Kendrick Lamar.
Kdot x Wallabees Shoe Card and words from Kendrick. Every shoe box card has different words from that featured person.
Black Excellence Shoe Box with TPAB symbolism, but instead of just black and white, we added subtle sunlight to show the beauty in our own black excellence the struggle, the journey and the outcome.
We added Kdots birthday as the year Black Excellence was born. Other figures that have exhibited Black Excellence will have their birth year towards the upper heel cap. The butterfly symbol was added below the upper heel cap.
Side View of the Black excellence shoe (Left) . The word "BLACK" is carefully stitched on the upper and vamp sections of the shoe.
Top view of the Kdot Wallabees. The insole is stitched with Kendrick Lamars signature. The word "EXCELLENCE" is stitched in as well to subtly stand out while still being engrained in the fabric.