Stella McCartney and AdidasAre designer colloborations a marketing gimmick fostered by “common-place” brands running out of ideas and credibility?

The number of designer colloborations has increased exponentially over the past year or so, particularly in the footwear industry, and the main emphasise appears to be for the “common-place” brands to hook up with a respected designer or fashion house. Adidas/McCartney, Puma/McQueen, Nike/Nigo, Puma/Evisu etc.

What next! Converse and Prada!  Footlocker and Tods! or perhaps Gola and Gucci!