NBA Superstar Pursued New York'S High-End Cowboy Brand As Nike'S Joint Partner.

Inside a high-end cowboy boutique in downtown Manhattan, 3 x 1 (read: three-by-one) passes through a wall hung with jeans, 8 tailors and 1 tailors are sewing new jeans.

They can only make 2~3 jeans a day.

Small scale, 3 x 1 fans are not small, including Lebron James (LeBlanc James), Tony Parker (Tony Parker), Victor Cruz and other NBA basketball stars, and a pair of jeans can sell for $1200, and recently joined the US sports giant Nike (Nike) in a joint series.

In May 24th, Nike released three limited border Bodin Ning sneakers.

These three shoes are made of Air Force 1 shoe type, with three choices of water wash, indigo and black. All denim fabrics are produced in Italy and Japan.

Faced with the heavy pressure of new product development, one of Nike's strategies is to collaborate with external brands and designers frequently.

This limited sales /Drop mode has attracted a large number of consumers.

In the third quarter of this fiscal year ending February 28th, sales grew by 7% to $9 billion 600 million in the year to the end of the year, and sales in the North American market were weak, mainly due to the slowdown in the sales of cooperative retailers. Nike

The use of non-traditional fabrics to make sneakers can give Nike a wave of attention, but Nike is not the first brand to launch cowboy sneakers in the market. Adidas (Adidas), Puma (Puma), Converse (CONVERSE) and other brands all have cowboy shoes.

Nike also had cowboy skateboard shoes, and worked with cowboy giant Levi 's (Levi's) in the Air Jordans series.

The initial cooperation opportunity between Nike and 3 * 1 is very simple: the two are close - 3 * 1 stores are next door to NikeLab 21 Mercer.

Nike CEO Mark Parker has been a customer of 3 x 1 since 2011, and Scott Morrison often chatted with Nike Sportswear's senior creative director, Al Baik.

Al Baik wants to use high-end denim fabrics to make shoes. "Scott Morrison's passion and professionalism make our idea a reality."

For small 3 x 1, this cooperation is an important milestone in the development of the company.

Scott Morrison, a senior cowboy veteran and 3 * 1 founder, said: "in the past few years, I have had extensive cooperation with Nike, hoping to make a big step for our brand this time."

The collaboration between Scott Morrison and Nike dates back to 2001, when he was still working in Paper Denim & Cloth.

From the middle of 2010, tights and Yoga Pants gradually became popular, and cowboy declined.

As a veteran of the denim industry, Scott Morrison has experienced the ups and downs of the whole industry.

Scott Morrison first joined Paper Denim & Cloth, then went to Earnest Sewn, and then was responsible for the Japanese Cowboy brand Evisu operation.

3 * 1 is good at using Bodin Ning, a direct purchaser from the workshop, for fun and new experimental design, attracting a large number of shoppers and people in the industry.

The 3 - 1 most famous product is custom made jeans, but the company's main sales channel is still concentrated in wholesale.

The brand jeans are priced at $200~400 per item, and are sold at luxury retailers such as Saks Fifth Avenue, Bloomingdale 's, Net-a-Porter and so on.

Scott Morrison said it hopes to open 3 * 1 stores in California and Europe in the future.