纽约纸贵！这年头，报纸出个潮牌联名都能被粉丝抢疯了……

喜欢潮牌的小哥哥小姐姐们，有哪个没听过Supreme的大名？无论自家产品，还是联名大牌，无不是口碑与价格齐飞。那么，当Supreme“联名”报纸，那是怎样一番景象？

美国时间8月13日（周一），《纽约邮报》旧貌换新颜——他们的头版和末版都空空荡荡，只留下了自家名号以及潮牌Supreme标志性的红白大logo。这种打广告的方式，在《纽约邮报》的历史上也是头一遭。

On Monday, people picking up a copy of The New York Post would have realized the New York City tabloid had a different look from the usual. The paper featured a wrap-around ad for fashion brand Supreme, the first time The Post had premiered such an advertisement for any brand.



1994年创立的Supreme是有名的街头服饰品牌。每次发售新品前，其在纽约的旗舰店大门口都排起长队，产品几个小时内就会卖光。Supreme在洛杉矶、东京和伦敦也开设分店，同样吸引大批粉丝。Supreme与很多大品牌的联名款也是畅销品，合作伙伴包括但不限于Fila、Nike、The North Face和Levis等。

Supreme, which opened in 1994, has become the ne plus ultra of street wear brands, famously selling out its new collections — or “drops” — within hours and drawing huge lines at its flagship store in New York’s SoHo neighborhood. The company has satellite shops in Los Angeles, Tokyo and London, too, which attract comparable crowds. And it has also drawn attention for notable collaborations, with Fila, Nike, The North Face and Levis.

一时间，Supreme的粉丝们闻风而动，席卷了纽约城的报摊位和杂货店。

Supreme fans quickly snatched up the paper at newsstands and bodegas across the city.



《纽约邮报》的出版人Jesse Angelo接受《纽约时报》采访时表示，这些“联名”报纸很快就售卖一空。

Jesse Angelo, The Post's publisher, told the New York Times that Monday's papers "were flying off the shelves."

比如，Supreme旗舰店附近的那些报摊表示，这些报纸早上7点半的时候就被抢购一空。

Some bodega and deli owners near Supreme’s flagship Soho store said they were sold out by 7:30 a.m. 

《纽约时报》网站：今天的《纽约邮报》版面上都是Supreme的广告


没买到怎么办？还有eBay啊~

和所有那些潮牌衣服鞋子一样，《纽约邮报》也享受了一把价格翻倍的待遇！一份报纸1.5美元，eBay上已经炒到了7-20美元。美国东部时间周一中午，一位卖家已经以19.99美元一份的价格卖出了31份！

Typically, a copy of the New York Post costs $1.50. But, this potential collectors' item is selling for much more. A number of eBay listings were selling the newspaper for between $7 and $20. As of noon ET, one eBay seller had already sold 31 copies for $19.99 a copy.
 


《商业内幕》网站：Supreme粉丝花10倍价钱收购头版印有品牌广告的《纽约邮报》

 
那么，为啥Supreme会登上《纽约邮报》？很简单，这一切都是营销~

因为，当地时间8月16日，Supreme秋冬新品正式上架。所以，广告自然要提前几天就投放啊！


其实早在4月下旬，Supreme就找到了《纽约邮报》，希望能提供一个“原创的、前所未有的创意”。 该报成立5年的创意部门Post Studios接下了这一任务。

Supreme approached The Post in late April asking for “original, never-before-seen, creative ideas.” The newspaper’s 5-year-old in-house creative strategy agency, Post Studios, proposed the wraparound.

《纽约邮报》的出版人Angelo也认为自家报纸品牌和Supreme有相通之处，就开始了双方的合作。当然，头版和末版通篇广告，也是大胆的尝试。
 
“我们认为这实在是个很酷很有趣的想法。如果能给我们品牌带来新的消费者很好啊，希望他们能看看报纸，喜欢我们的内容。就算只关注了我们的Instagram帐号也不错。”

“We just thought it was a really cool, fun idea,” says Angelo. “If it brings new consumers to our brand, hopefully they read the paper and like what they see. But even if they just follow @nypost on Instagram, that’s cool, too. ”



所以目前来看，Supreme和《纽约邮报》确实达到了双赢的目的。我们就等着看诸如Off-White之类的品牌，有没有啥更吸引眼球的创意出现了……

综合来源：界面新闻、Business Insider、New York Post、New York Times、The Cut

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