Brands such as Nike, Vans and recently Panam, have been inspired by this tradition to sell their products.
The Day of the Dead is an extremely important and representative tradition for Mexican culture that dates back to pre-Hispanic times. Declared in 2003 as Oral and Intangible Heritage of Humanity by the United Nations Educational, Scientific and Cultural Organization (UNESCO), today we see with notoriety that it is the object of some brands to connect with the public and thus be able to get sales through the products they offer.
Day of the Dead in streetwear
Since 2019 we have seen that brands like Nike, which has a huge market and great presence in Mexican territory, observed an area of opportunity with the aforementioned celebration, and launched a Day of the Dead pack that included silhouettes like the Air Force One, Cortez and Air Max 95, with decorative elements that represent this tradition, in addition to its own touch, which meant the beginning of following editions.
Two years later, the collection was launched and named Siempre Familia, grouping a combination of clothing and footwear for women, men and children, which was taken to different retail chains, as well as online sales; the result, an immediate sell-out in both methods of purchase, and even a restock of the Air Jordan 1 due to the success and furor caused by this silhouette in the Mexican public.
For this 2022 was no exception, Somos Familia is the collection that Nike launches with the main image of Mexican goalkeeper Guillermo Ochoa. This time it includes the Air Force One, which coincides with the 40th anniversary of the silhouette, an Air Jordan 1, an Air Max 1, the appearance of the Dunk High and the usual clothing line, to mention the highlights.
The collection was launched through great marketing campaigns and a face-to-face experience -a usual practice of the brand where there is a great organization- for the public through an online registration, along with different influencers who have spread the collection through their different social networks. We can notice that they are only two words from both editions, but the message is very clear and impactful, as it has to do with family and the bonds that are formed especially in this celebration.
Inclusion of other brands
Similarly, for this year Vans, the American brand founded in 1966, launches VANS x Día de Muertos, a collection made up of SK8-HI, AUTHENTIC and SLIP-ON footwear, plus a line of clothing and accessories, all with elements alluding to the ofrendas that we place every year as a way to pay homage to our relatives who are no longer physically part of our environment.
This year's surprise is Producto Auténtico Nacional Mexicano, better known as Panam, created in 1962 in Naucalpan, State of Mexico, launches, in collaboration with Cerveza Victoria, Victoria x Panam, a limited edition of shoes in low and high version inspired by the marigold flower, the work of Mexican artist Rebost, who also printed elements that adorn the offerings in both models.
The result of this collaboration was a sold out, but, on the other hand, Panam prepared its own Day of the Dead collection, made up of four shoes with well-known names from Mexican culture: Bota Meztli Mictlán, Meztli Calaveras, 084 Ofrenda Edición Especial and 084 Copal Edición Especial. This meant the inclusion of a Mexican brand in a very competitive market, where there are brands with a dominant reach, but it is still a significant participation, because it is daring, it represents Mexican culture with this tradition, and it is also available at a lower cost than its competitors.
There is much controversy from a group that calls the actions of brands as cultural appropriation, a sector that recognizes and applauds the idea of creating something inspired by a tradition, not only with the intention of selling, but also to tell a story, and others who, year after year, are simply loyal consumers of products by taste, or because they fall into the nets of a great marketing work.
