Superbranding trend in athletic gear and clothing
April 15, 2019 3:38 PM Subscribe
What is this superbranding trend in athletic gear and clothes? It is not just Nike. Huge, huge logos on clothes, athletic shoes, jogging sets, hoodies, and some of the products have multiple logos right next to each other. It was suggested that it started because of the brand Supreme, but looking through their products the clothing they offer doesn't really have big logos like that, even if the bags and hats have their signature logo. And I am looking for a more nuanced or even academic explanation and history, possibly like the interesting one in "The Devil Wears Prada." Has anyone seen any detailed articles, even in academic journals, or in books or other publications that examine it in detail? "Overbranding", which is what sneakernews referenced as part of Nike's name for that pair of shoes, seems to firmly mean negatively overdoing it with your brand, so I just called it "Superbranding" until I learn what the actual used term is. What's the story here?