NERDS Collective

Have we reached ‘peak collab’? While it recently felt that way, strategic partnerships remain one of the most powerful tools for brands to connect with new audiences and create unexpected cultural moments. Our research shows that the best collaborations are built on shared values and motivations, driving deeper engagement. But poorly aligned partnerships? They risk falling flat – or worse, damaging brand perceptions. In this issue of Frontline, we unpack some of our favourite recent collaborations and explore what makes them successful. What partnership would you love to see in 2025? Drop your thoughts below – or hit us up to explore these ideas further. 🤓

Welcome to Frontline Findings. Each month we share the latest cultural insights impacting global youth consumer behaviour. This month, we explore three compelling examples of renewal: reviving iconic silhouettes through collaboration, re-embracing the often-overlooked influence of regional style, and using storytelling to restore relevance to a heritage icon. Together, these trends highlight the enduring appeal – and cultural impact – of a well-timed comeback. If this resonates and you want to find out more, hit us up. 🤓

Excited to See Our Work with Schuh Come to Life Schuh, once a challenger brand, had slipped into a cultural void, becoming indistinguishable in a consumer landscape that demands disruption to lead. We saw an opportunity to celebrate those who reject the sameness of mainstream sports style and position Schuh as the home—and cultural icon—for individuals who value self-expression over conformity. Our vision was to make schuh a creative force: culturally fluid, non-binary, fashion-forward, proudly progressive, playful, empowering, and creatively driven. Working with Stephanie Legg and the Schuh team was an absolute pleasure—one of the most open, collaborative, and visionary teams I’ve ever partnered with. Their unwavering belief in individuality and unbridled self-expression made bringing this proposition to life seamless. Schuh has always had a unique energy, and now, we hope that comes through to the end consumer. It was a privilege to work on this journey with them and the team at Zak!