The collaborating designer, Errolson Hugh (co-founder of the niche tech apparel brand ACRONYM), has gained a ton of mainstream popularity in the past couple of years. His name alone will sell the products, even though I'm not sure how much actual input he has on each and every piece. Usually people who are fans of his designs are accustomed to higher price points (prices of NikeLab pieces are dwarfed by his own line's prices) and are into unconventional looking footwear/apparel in the interest of tech and functionality. As always, with larger fanbase and exposure, it will increase the demand. To some, they might consider these collab ACG lines as a diffusion line of the ACRONYM brand, which makes Errolson's brand more accessible to the masses. I have no doubt that a lot of Errolson fanboys (I don't use that term derrogatively) are buying up this stuff to fill in the gaps between ACRONYM releases (typically two drops per year).