Is the New Tiffany x Nike Collaboration Brilliant or Desperate?

The new Tiffany x Nike collaboration, which includes jewelry, bags and sneakers, is just the latest in a line of co-branded products from the luxury jewelry retailer. Under LVMH’s ownership, an elite American brand that was once proud to stand alone has dropped collections with street brands, luxury brands and iconic artists. We cast our gaze backward to chronicle the brand’s previous collabs, share some of the items from the Tiffany x Nike drop, and share our suggestions on who Tiffany & Co should hook up with next. The jeweler’s latest collaboration with Nike is its biggest swing yet. What’s the next move?

Tiffany & Co. continues its collaborations with unexpected brands and artists

You know the blue. The robin’s-egg cyan that’s somehow both frothy and deeply saturated. Aquatic and terrestrial. Vibrant and calming. Ok, perhaps not calming—it often elicits squeals of joy at the mere sight of it. Tiffany & Co. has spent decades making it their own, minting it “Tiffany Blue” as part of its mission to become one of the most recognizable American brands. 

an iconic American luxury brand

It’s impossible to overstate just how iconic Tiffany & Co. is. The Tiffany’s brand has expertly utilized emotions and fantasy to create nearly unmatched brand affinity with its target consumers.

We all know “that blue box”. The silky white bow releasing itself at the slightest tug. A trinket from Tiffany became the utmost expression of love for graduations, anniversaries, Valentine’s Day, of course, engagements. Holly Golightly’s stroll by the windows is an unforgettable moment in cinema, referenced millions of times over. The after-hours proposal in Sweet Home Alabama still sets hearts aflutter. These are moments that have become embedded in our culture and fueled desire for all of Tiffany’s sparkly things.

Tiffany & Co strives to stay relevant

But history and nostalgia only take a brand so far in the age of the internet. In recent years, Tiffany has made many efforts to stay in the cultural conversation with appeals to millennials and Gen Z—the “youngs”.

These moves were chiefly internal: The ‘Return to Tiffany’ collection first appearing in sterling silver in 1997 (accessibly priced for every Elle Woods fan), the release of Everyday Objects in 2018, adding an almost surrealist twist to paper clips and travel cups, and a flashy, dancy commercial starring Elle Fanning and A$AP Ferg the same year. The rebranding of sorts continued with a new tagline “Not Your Mother’s Tiffany.” alongside a major campaign with Beyonce and Jay-Z. Tiffany drew on their own heritage and spun it around to capture new eyes, wrists and wallets. 

However, since its 2021 acquisition by LVMH, Tiffany has looked outward to keep its brand name top of mind. They’ve gotten into the mega collaboration game. In the past two years, they partnered up with heavyweight fashion and art brands, peaking this week with the announcement of a long-rumored Nike sneaker collab.

When everyone from Balenciaga to Gucci to Fendi to Versace mixing their brand DNA with various partners, it was only a matter of time before the company synonymous with American luxury started choosing mates.

Here we take a look through Tiffany’s whirlwind collaborations, share some looks from the Tiffany x Nike drop, and offer some additional candidates for our dream team. Go blue!

a brief history of Tiffany & Co. collaborations in recent years

1. Tiffany & Co. x Arsham Studio (September 2021)

Tiffany has dabbled with artist contributions such as Robert Raushenberg and Jasper Johns who teamed up to adorn the 5th Avenue flagship windows. Still, the collaboration with Daniel Arsham marked the first time an artist was given the reins to a collection and the green light to reinterpret the iconic blue box.

Arsham began with the Bronze Eroded Tiffany Blue Box, a 49-piece sculpture which housed a special-edition white gold bracelet whose knot is covered entirely in diamonds and tsavorite. He’s since added to the collection with a patinated lock sculpture and a special-edition Wilson basketball for the 2022 NBA All-Stars game. 

2. Supreme x Tiffany & Co. (November 2021)

A big swing for ushering in a new era. The streetwear behemoth was an unexpected bedfellow for the classically elegant jeweler, especially with a campaign fronted by skateboarder Sean Pablo.

Their collection included a revamp of Tiffany’s iconic heart charm necklace (that tells finders to return to Supreme rather than Tiffany & Co.) and the ubiquitous red Supreme box logo got the Tiffany blue treatment on a T-shirt. 

3. Patek Philippe and Tiffany & Co. (December 2021)

Patek Philippe and Tiffany & Co. have had a longstanding partnership, but the release of the very limited edition Tiffany Blue Nautilus made for a memorable and covetable collaboration.

Only 170 pieces were produced with one recently selling at auction for $3.2 million. 

4. Andy Warhol x Tiffany & Co. (December 2022)

In 1957, Tiffany & Co. commissioned Andy Warhol to illustrate a series of greeting cards, an artistic collaboration that continued until 1962.

For the 2022 holiday season, the brand took inspiration from these original illustrations to adorn dessert plates, porcelain vide poches, playing cards, greeting cards and Christmas ornaments.

5. Fendi x Tiffany & Co. (January 2023)

Tiffany lent its unmistakable blue hue to Fendi’s Baguette bag (yes, that same one stolen from Carrie Bradshaw in the first season of Sex and The City), celebrating the 25th anniversary of the iconic accessory.

The two brands fused their house codes into a dual “T” and “F” logo buckle, which also topped off a one-of-a-kind sterling silver version of the Baguette. 

6. Nike x Tiffany & Co. (February 2023)

When two titans meet. The long-rumored collaboration finally dropped this week and includes black suede Air Force 1 sneakers with a Tiffany blue swoosh and sterling silver badges affixed to each heel.

There is an entire kit of sterling sneaker essentials. This inludes a shoe horn, a shoe brush, a whistle, and a dubrae (that metal shoelace ornament). They’re, of course, expected to sell out immediately.

So, Who’s Next Tiffany & Co?

Clearly, Tiffany isn’t afraid to diversify its image, teaming up with high-profile streetwear brands, fashion houses and artists purposely eroding its blue box. So who will be next? We have some ideas…

Tiffany & Co. x Telfar

Let’s bring Tiffany’s old-school American heritage to Telfar’s new-school cult hit totes. I’m seeing some overlapping Ts.

Tiffany & Co. x Apple

Another meeting of heavyweights, bring on the sterling AirPod cases, Tiffany blue Apple Watch straps and iPhones.

Tiffany & Co. x Sterling Ruby

Hello, the name’s right there! Sterling, meet sterling. Continuing Tiffany’s partnership with buzzy artists, we’d love to see Ruby’s colorful take on the brand’s icons in a variety of mediums.

Tiffany & Co. x Ugg

The design decisions may be questionable, but we’re pretty sure there would be a 2000’s nostalgia-filled fervor for this crossover.

Tiffany & Co. collaborates and launches a new stylish luxury collection

Iconic American luxury brand Tiffany & Co has been in collaboration with unexpected names like Supreme and now has new Tiffany’s x Nike drop. Is this a brilliant strategic move to make the brand newly relevant? Or a desperate ploy for street cred? Only time will tell . . .