"Clove's partnerships offer a fascinating glimpse into the wild world of food collabs that have exploded over the last three years. They've ranged from blockbusters like Rhode makeup's partnership with Krispy Kreme to the absurd, like Arby's collaboration with Old Spice. Still, brands say that smart food collaborations are now an important tool to standing out in the increasingly competitive grocery aisle and becoming lifestyle brands."
"At first glance, Clove's collaboration strategy may seem a little wacky. Why, you might ask, is a startup that makes sneakers for healthcare workers partnering with Land O'Lakes butter, Levain cookies, and Olipop prebiotic sodas? It's a good question, but there's method to the madness. Clove's team members spend their days studying the lives of doctors and nurses, and they've discovered that food is a rare source of pleasure and joy in a very stressful workplace."
Clove makes footwear and socks for healthcare workers and pursues unexpected collaborations with food and beverage brands like Land O'Lakes, Levain, and Olipop. Clove's team conducts ethnographic research into doctors' and nurses' routines and finds food often provides rare moments of joy during stressful shifts. A butter-yellow Land O'Lakes sneaker generated virality in the healthcare community with over 100 million impressions and thousands sold. Collaborations help Clove position itself as a fashionable, lifestyle brand distinct from traditional competitors such as Nurse Mates and Alegria. Joe Ammon founded Clove to solve uncomfortable footwear for nurses who endure long shifts.
Read at Fast Company
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