Product & Brand Relationships: The Case of Feid and Oakley

The Feid and Oakley Partnership

When it comes to brand partnerships that work, the accord between Colombian reggaeton artist Feid and Oakley takes precedence for how two entities can come together to form a match benefitting both product and brand alike. Feid happens to be known for an original, laid-back style and for hit songs like "Ferxxo 100." He resonates with young, fashion-forward audiences because he is all about individuality and functionality-two core characteristics at the heart of Oakley's brand ethos.

Oakley’s Expansion Beyond Sports

Oakley is a performance eyewear company that has built its brand globally as one closely associated with sport and an active lifestyle. In this partnership, Feid gave Oakley the right to extend its image beyond athletic sports and now into the Latin music scene along with the global urban fashion culture. Feid's use of Oakley products in music videos, across social media, and in public appearances has helped extend the brand to reach a more significant number, while also increasing its cultural relevance within the Latin music world.

Mutual Benefits of Brand Alignment

This product-brand relationship represents an alignment of the brand. As a result, Oakley has seen consumer perception change to position the brand not only as a resource for performance gear but also for cool, fashion-forward street wear and applications. To Feid, connecting with Oakley means further defining him as a trendsetter and giving him an even greater platform with which he reaches out and connects to more and more fans who can relate to the emphasis on innovation and authenticity.

Key Takeaways for Marketers

The takeaway of such a collaboration is clear: when a product meshes well with a brand's identity, the two can play off each other's strengths in entering new markets, firming up brand loyalty, and leaving their marks on culture. For marketers, this relationship serves to underscore just how serious the choice of brand partnerships ought to be to authentically mirror values and aesthetic from the artist or brand.