Collaborations are ingrained into the fashion and style worlds, yet for whatever reason they have yet to consistently find their way into sports fashion. The industry is ripe for it. Here’s why: brand strength. I constantly preach to those I work with that a brand should only associate itself with equal or stronger brands than their own. If you have to bring a brand up to your level, you’re inevitably going to knock your own brand down a peg or two. Rather than being the lifter, be the liftee. Partner with someone who’s going to make your brand stronger, cooler and more relevant to a target demographic. That’s the beauty of collaborations. A brand instantly absorbs the equity of its partner. Use this to your advantage within the toolbox you have to play with. For instance, WHAT IF your next uniform was a collaboration between your brand and a prominent local designer?