Thanks to Razor, a number of brands are about to get a lot more mobile.
The company, famous for its non-electric scooters, is rolling out its first-ever branded products created in collaboration with Sharpie, Takis, AriZona Beverages and Sriracha. Each scooter is designed to reflect the logo, brand identity and hues associated with its respective brand. They’re available today at Target and on Razor’s website.
The collaborations are a part of Razor’s 20th anniversary celebration, and are the brainchild of Alexis Trevino, Razor’s head of marketing. Trevino previously worked at toymaker Mattel, where branded collaborations were a common tactic for the brand.
In the past, Razor’s scooters had been uniform in their design, with a silver body and a red logo. Limited edition scooters that deviated from that aesthetic—one in a camouflage print, another in metallic blue—were “wildly popular,” according to Trevino.
“We thought it would be great to continue to explore different decor ways and different colors, but also partner with some brands that we know and love that also have loyal followings, but have the same brand values as Razor: fun, joy, freedom and self-expression,” she said.
The Razor team held an internal brainstorming session to choose the brands they wanted to collaborate with, and landed on Sharpie, Takis, AriZona Beverages and Sriracha. Trevino said when the team reached out to the brands, they had a 100% success rate.
It wasn’t just about shared values—these four brands also had a touch of the same nostalgia that many have for the Razor brand itself.
“Pretty much anyone in their 20s right now grew up with Razor in their garage,” said Suman Chatterjee, art director at Razor. “The brands that we aligned with, they’re all in line with an American summer.”
The products that resulted from the collaboration are not intended to be billboards on wheels for the brands Razor is partnering with. Instead, Trevino said, the idea is to make a collector’s item of sorts (the scooters are limited edition) for passionate fans of each brand. And for those who haven’t been on a scooter in a few years, the new designs could inspire them to pick up a Razor again.
“We want to give our loyal fans and consumers a little bit of excitement and something that’s fun, new and fresh for the brand,” said Trevino. “But we also really want to tap into new audiences and new consumers, reaching them in a different way.”
With that in mind, Chatterjee, said the task for the designers was to create something that captured the essence of the brand Razor was partnering with, not simply printing a logo on a scooter. The design of the Sharpie scooter, for example, is more about what users do with Sharpies—draw and doodle—than the brand itself. The scooter is white, covered in black scribbles reminiscent of the marker.
“There’s a brand loyalty with all of the brands that we did these with,” he said. “Keeping those those sentiments throughout the collaborations is what I think is going to make them super strong.”
The hope is that these four scooters are just the start of Razor’s expansion into branded products. However, Trevino is not expecting to strike up a deal with the most popular brands in the collaboration space, such as Marvel and Star Wars. Instead, Razor wants to keep it to unexpected, nostalgia-inspiring brands.
“We want to make sure that we’re coming out with a surprise element, where consumers say, ‘Oh, I can’t wait to see how they interpret that brand and play with the creativity and design,'” she said. “It’s not just logos on your scooter.”