Nike and Skims, the fashionable brand promoted by the influencer Kim Kardashian, have established an alliance and will soon launch Nikeskims, a new firm Ciyos products will unify sport and daily life. And one of the ways in which the businesswoman announced the collaboration was publishing the image of a corporate accreditation that presented it as employee number 1 of the organization.

Kim Kardashian is not the only one who has wore proudly and thus its relationship with a large company. Among others, singers Pharrel Williams and Tyler The Creator share their respective accreditations of Louis Vuitton In social networks. The first was appointed Men’s Creative director of the brand in February 2023, and the second created a capsule collection for the luxury firm last year.

And the former basketball player Shaquille O’Neal has also shared his accreditation in the framework of his link with Reebokwhich in 2023 appointed him president of his basketball division. One of the most recent examples is the appointment of the rapper to $ Ap Rocky as creative director of Ray-Ban.

And it is that this type of accrediting document has gained presence, not only as a formula to communicate collaboration, but to transmit that the agreements go beyond the mere employment of the celebrity as a brand image. It is, as reflected in the cited examples, of associations based on Creation and that the really famous figure Assume an active role In the proposed initiative.

“Monograms drawn by hand, wavy soles, dogs, pastel colors … I wanted”Rapper Tyler The Creator said last year by sharing the collection. “What experience to be in that office, the imagination running wild. I am happy to finally share this collection with you. I still can’t believe it”

For his part, Reebok granted the position of President of Reebok Basketball – new creation – to O’Neal, expanding a relationship with the player who extended since 1992 and as part of his long -term strategy to revitalize the presence of the brand in team sport and, specifically, in high performance basketball.
As indicated at the time, O’Neal’s responsibility in office is Lead the brand strategy in basketball and cultivate alliances with athletes and organizations to strengthen the position of Reebok.

Although the linking of brands with celebrities can in some cases a mere communication exercise, in others it reflects the way in which companies no longer conform to influencers or creators to assume the role of ambassadors, but rather that They are integrated into the organization itself. And it is a strategy that raises advantages for both parties.

A round trip relationship

On the one hand, the brand can benefit from the influence and Visibility of the celebrity, as well as its career and experience in its respective change, its creative vision and its credibility. This will favor the legitimacy of the company when entering new territories, developing new products or approaching new audiences.

Or will reinforce brand values, according to Louis Vuitton with the appointment of Pharrel Williams. At the time the brand pointed out that the artist’s shape “Breaking barriers in the various worlds that explore aligns with the status of Louis Vuitton as cultural maison, reinforcing its values ​​of innovation, pioneer spirit and entrepreneurial spirit”
The most recent expression of the collaboration between Pharrel and Louis Vuitton could be seen in January in Paris with the presentation of the autumn-winter 2025 collection for men.

For their part, influencers and celebrities can Humanize your figures through collaborations with brands. Without going any further, the expression of alliances through the aforementioned accreditations reflects how, despite their glamor and exclusivity status, they can also be associated with the experience of an average employee that must have a credential to access the offices.

The document symbolizes that the celebrity to be part of the organization collective and evokes the assumption of certain schedules responsibilities. This breaks the perception of inaccessibility of famous people, and a certain image of authenticity and closeness with the public is transferred.

The accreditation, both real and in communicative exercise, is the sign of how celebrities have become strategic agents for many brands, especially those of the fashion industry, and how the relationship is also being perceived in reverse: brands They have gone from paying celebrities to look their garments, to offer them a position already co-create with them.
It is also the maximum expression of influencesince the celebrity’s vision does not determine only the product, but also the company’s business strategy.