Buying a sneaker designed by an artist and being the corporate entity that commissions an artist to create that shoe are two very different things. This workshop continues the discussion from the panel Understanding Brands as Cultural Patrons but goes much deeper. What are the must-do (and the must-avoid) rules for entering into this kind of artistic collaboration? Attendees will leave with a clear and practical understanding of how companies can sustain the creative industry while positively promoting their own brand message.