If there’s one thing I like more than a Porsche, it’s a green Porsche.
So, it’s no surprise I was quite a big fan of the ALD x Porsche campaign which was a highlight for everyone during the holiday season of 2024. ALD is a stellar label. And seeing them come together with Porsche, set against Skyfall-esque Scottish scenery? Unreal. What’s not to like?

Apparently, not much given the highly coveted collection, priced between $100 and $1,000, sold out within minutes.

But the real takeaway here, especially for you as a brand owner, is why this collaboration worked so well.

ALD and Porsche have been working together since 2020, restoring iconic models like the 911 Carrera (964), the 911 SC, and the 356 B. But their 2024 release featuring the 993 Turbo was by far the most popular. The three Instagram posts promoting the drop pulled 450k, 500k, and 100k likes. A massive leap from ALD’s usual 30k–50k range.

On paper, ALD and Porsche are nothing alike: one’s a New York streetwear label, the other’s a German automotive icon. But under the hood, they share the same DNA. Of ALD’s 1 million monthly website visitors, 40% are 25-34 years old.
Porsche might seem like a brand for 50+ high achievers, but of their 11.8 million monthly site visitors, 29% are in that same 25–34 age bracket. Porsche has always understood that their true audience starts aspirational.

Take the iconic 997/911 commercial from the early 2000s:

“It’s a funny thing about a Porsche. There’s the moment you know you want one, there’s the moment you first own one, and for the truly afflicted, there’s the decade or two that passes in between.”

Or the early ’90s ad featuring the 964-generation 911:

“Honestly now, did you spend your youth dreaming about someday owning a Nissan or Mitsubishi?”
(Jab much btw, jeez)

That narrative (longing, waiting, aspiring) is exactly what ALD channels. Both brands speak to legacy, taste, and the slow climb toward having “made it.”

And that’s why this campaign was so fantastic. It felt like an access point. Most people can’t afford a Porsche. But ALD gave them a way to feel like they could. The collection didn’t dilute Porsche’s exclusivity. It extended it. It added a second layer of desire. You might not be able to own the car, but you could wear the story.

Writing this reminds me of Friends, Season 6, Episode 5. Joey becomes obsessed with a Porsche parked outside. When it disappears, he just starts wearing head-to-toe Porsche gear to preserve the feeling. As Ross puts it, it looks like “Porsche threw up on him.”

Joey’s fit wasn’t quite as clean as ALD’s campaign shots, but the motivation was the same. Joey says: “I just love the way it feels when everybody thinks I own a Porsche.”

Porsche has always been about the desire-before-ownership narrative. And ALD? They cashed in on the early part of that funnel.

Anyway, what does this mean for your POD brand?

Well, collaborations remain one of the most powerful levers for growth. They can drive retention, unlock new revenue, and expose you to entirely new audiences. But they have to be done right.

Don’t just collaborate with someone “cool.” A random influencer won’t do the trick, even if they’re in your niche.

Collaborate with someone who shares your customer’s journey. Someone whose world overlaps meaningfully with your own.

In my experience, artists are one of the best routes. Not only do you get beautifully original designs, but their audience gets an access point. That $80 tee might be the closest they get (for now) to owning their favorite artist’s $2,000 painting.