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Strategy June 13, 2019

Nike, H&M Launch 'Stranger Things' Merch Collections

More and more swag collabs for the upcoming new season of the popular show are hitting the market.

By  Christopher Ruvo

Stranger Things isn’t just part of the entertainment branded merchandise market; it’s practically becoming a swag sector unto itself.

Nike x Stranger Things Air Tailwind 79. Buy them here.

Okay, that might be a bit of an exaggeration. But with the third season of the crazy-popular sci-fi Netflix show set for release on July 4, all kinds of advertising and logoed merchandising collaborations between the series/Netflix and major brand partners are coming out. We recently wrote about the collab with Baskin-Robbins and its related swag. And now, word has dropped that mega brands H&M and Nike are releasing special Stranger Things collections – and they’re as 1980s retro rad as a perm mullet.

The Nike x Stranger Things collection features modern takes on sneakers (and T-shirts and hoodies) that are inspired by authentic Nike gear from 1985. Why ’85? That’s the year Stranger Things 3 is set in, of course.

Sneakerheads are probably going to go happy-nuts for the “Hawkins High Collection,” which includes the Blazer Mid, Air Tailwind 79 and Cortez sneaker styles. (Hawkins, IN is where the show is set.) All three sneaks feature the Stranger Things text logo on the insole and tongue. A “Hawkins High School” logo appears on the heel. Our personal favorite is the tailwind, shown below.

Nike x Hawkins High Air Tailwind 79 sneakers. Buy them here.

The same three sneaker styles feature in the “Nike x Stranger Things” sub-collection, but come in different colors. The heels have “1985” branding as opposed to the Hawkins High logo.

Meanwhile, the H&M Stranger Things poolside capsule collection is inspired by the show’s summer setting. It features 1980s-styled swimwear and jumpsuit, a boxy retro-neon print “Hawkins” T-shirt, a vintage-style ringer tee, pool shoes/sliders, a sun visor, a fanny pack, a beach towel, wayfarer sunglasses, and a key lanyard with a lifeguard whistle.

These collections have the feel of swag done right. They’re on-brand, taking inspiration from the show’s themes and tapping into the nostalgia vibe that has increased Stranger Things’ appeal.