Fresh of the heels of its “Try Every Thing” fall campaign – fuelled by the creator-led TikTok ad solution Branded Mission – Aldo is launching a collaboration with Stranger Things on Oct. 30. The Stranger Things x Aldo limited edition capsule collection channels Hawkins 1980s nostalgia and will be released ahead of the Netflix show’s fifth and final season.
“With the resurgence of retro 1980s fashion – propelled by the natural 20-year trend cycle, collective nostalgia and cultural touchstones like Netflix’s Stranger Things – this capsule spotlights the decade’s influence on today’s style landscape while blending Aldo’s design vision with the show’s rich universe,” the Montreal-based brand said in a release. The 18-piece lineup features retro lace-ups, Hellfire Club-inspired sneakers and statement accessories. Each piece is layered with details including mixtapes, D&D dice, Hawkins landmarks and others.
The campaign is being launched through a mix of creator storytelling and activations, including in-store experiences that aim to transform Aldo locations into cinematic showcases featuring elevated window displays and curated product moments. Across digital touchpoints, a paid media push will amplify the campaign’s creative worldwide.
Amanda Amar, VP of global brand strategy, public relations and social media at Aldo, tells strategy that collaborations play a pivotal role in how the brand ignites awareness and cultural relevance, “but more importantly, they allow us to tap into the right cultural moments and creative partners that truly move fashion forward.” Over the years, Aldo refined its approach to ensure each partnership is insight-led, globally resonant and drives meaningful brand equity, she adds.
“The collaborations we pursue today must have real cultural impact, make sense within the fashion and trend cycle and spark genuine excitement for our customers,” Amar explains, calling it a “balance of strategy and creativity.”
The latest Stranger Things collaboration is a great example of that balance, Amar points out. “It celebrates nostalgia and self-expression while bringing an unexpected, playful energy,” she says. “These are the kinds of moments that spark excitement and emotional connection, inviting people to explore, play and express themselves in new ways. True to our ‘Try Every Thing’ brand platform, it’s a 360-degree fashion experience designed to inspire discovery, spark conversation and create a genuine sense of joy around the world.”
It doesn’t hurt that season four reached more than 1.83 billion views worldwide and a #1 ranking in 97 countries. The Stranger Things franchise, and the decade since the show’s debut, has significantly impacted pop culture in a way we’ve never seen before, Amar says. “From a fashion perspective, when the opportunity came about to partner with Netflix and with the resurgence of retro 1980s fashion and overall collective nostalgia that this show induces, we knew we could bring in Aldo’s signature design vision to truly pay homage to the Stranger Things universe.”
The new collection also enables Aldo to reach fans that span generations, Amar says. While the collaboration speaks to fans of all ages, there is a special spotlight on younger audiences (with 42 per cent of Gen Z and 36 per cent of millennials identifying as fans), which is a core focus for Aldo as it aims to strengthen its connection with the next generation, she adds.
“With the fifth and final season of Stranger Things on the horizon, our goal was to create something that feels both distinct and deeply connected to its universe,” Amar says. “The show has cult-like fandom and an unmatched love for detail, and we wanted to channel that same spirit into every aspect of the collaboration.”
The Stranger Things x ALDO Collection will be available online at ALDOShoes.com and in stores. Stranger Things 5 will debut in three volumes on Netflix this fall, with four episodes on Nov. 26, three episodes on Christmas Day and The Finale on New Year’s Eve.
