When it comes to brand elevation, there are fewer better at the game than global athletic brands. They’ve literally written the modern day playbook on marketing though use of athletes, influencers and collaborations, a leadership position enabling brands like Nike, Adidas, Converse, Vans and Puma to not just gain market share but continually build it year after year.
Making a statement on athletic brand clout, Berlin-based Hypermarkt (a play on the European term for giant stores that combine grocery and department stores) has created a line of everyday products that are co-branded with major athletic brands.
Items include Nike x Performax condoms, Adidas x Clear Spots bandages, Vans x Aloha Splash washing detergent and one of our faves, a Puma x Streifen-Frühtest pregnancy test.
Hpermarkt’s site went live in September 2017 and is still in its beta phase. What that means for interested shoppers is that for the moment it only ships to European addresses. There are also some items (like Reebok bacon) it sells to wholesale accounts, though the site as of now doesn’t have a stocklist.
Everything Hypermarkt has listed has sold out, though it does have a Nike plastic bag coming up. It’s made of recyclable polyethylene and priced at an affordable 3.99 euros.
For more info, visit hypermarkt.com.