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How can a big brand that mass-produces its goods cater to niches that pride themselves on using and wearing non-mass produced goods? When what makes a brand cool to a target group is whether the brand comes from members of their own fringe culture, is that kind of cool simply unattainable for the top market leaders? What about consumers for whom cult-status scarcity is what makes a brand cool, how can a widely available brand compete?

Reebok's recent endorsement and sub-brand strategies highlight a way to overcome this paradox: instead of using the standard big name sports star endorser formula, they are bringing in cult figures who really are close to the authentic core of the target subcultures. Reebok's street sub-brand, Rbk, just signed up Pharrell Williams, hardly a household name which is just the point. In inner circles, Williams is known both for fronting two music groups, The Neptures and N.E.R.D, and for his skateboarding. Reebok is letting Williams create his own clothing line, called 'Billionaire's Boys Club,' and a line of hip-hop/skateboarding inspired shoes, dubbed 'Ice Cream.'

By empowering individuals, like Williams, from the creative fringes of the trend-driving subcultures, Rbk is striving for the level of street credibility usually associated with the smaller, more local, niche challenger brands that have been streadily stealing market share.
article entitled, 'Pharrell Gets Reebok Shoe & Gear'
Billboard article entitled, 'Pharrell Runs Into Sneaker, Fashion Game'
UK Guardian article about Pharrell Williams

Adding further interest is the involvement of Japanese designer and musician, Nigo, creator of cult brand Bathing Ape, who will design the 'Billionaire Boys' Club' clothing line.
article about Nigo

At first, the products will only be available in very limited numbers at "privileged boutiques and high-end stores." Reebok is trying to mimic the kind of scarcity and cool distribution channel tactics employed by many of the smaller cult brands. Accessing these locally credible stores in main metropolitan areas is another way a big brand can successfully gain access to the local trendsetters who actually make brands cool. Wealthy urban hipsters line up the day each a new round of these "limited run" sneakers or clothing lines go on sale (they've been tracking the release dates online) and then they feel very lucky to buy a pair, even for several hundred dollars.

When consumer desirability is a function of perceived consumer desirability, a brand just needs to provide a spark to get the cycle rolling, if it has the sense to provide that spark with the appropriate tact, dosage and timing.