The Best Brand Collaborations of 2024

Michael Cera is the new face of CeraVe? Who would have thought? Well, there’s more where that came from. This year, we witnessed some of the most innovative and buzzworthy collaborations. Here’s a look at the standout brand partnerships that took 2024 by storm.

2024 has been a notable year for brand partnerships, with unexpected and innovative collaborations making a major impact. From brands joining forces with your favorite celebrities to bold moves in the food and beverage industry, these creative alliances have captured attention and set new standards in marketing. Here are some of the most memorable collaborations of the year.

1. Cult Gaia x GAP

Cult Gaia, known for its sculptural designs and beautiful details, joined forces with GAP in to create a limited-edition, capsule collection that merges GAP’s classic American style with Cult Gaia’s signature artful designs. The collection features elevated basics, from tailored denim to luxury loungewear, all infused with Cult Gaia’s flair for sculptural forms and earthy tones. GAP attracts a wide range of customers who might not typically engage with high-end brands like Cult Gaia, while Cult Gaia gains access to a broader, more mainstream market. It’s a perfect blend of accessible fashion with a high-end twist, attracting both GAP’s loyal customers and Cult Gaia’s fashion-forward audience.

2. Wicked x Beis

Broadway meets travel in an exciting new partnership between Wicked and Beis, the luggage brand founded by actress Shay Mitchell. Beis launched a Wicked-themed travel collection, featuring luggage sets, travel bags, and accessories. The collection is designed for the modern traveler, offering both practicality and a touch of theatrical magic. The collaboration appeals to theater lovers and travel enthusiasts alike, blending the worlds of Broadway and travel in a way that celebrates the magic of the musical and the practicality of Beis products.

3. Wendy’s x Spongebob

In celebration of the 25th anniversary of SpongeBob SquarePants, Wendy’s has teamed up with Paramount for the Krabby Patty Kollab, offering a limited-time menu featuring the Krabby Patty Kollab Burger and the Pineapple Under the Sea Frosty. This collaboration brings the beloved SpongeBob Krabby Patty to life in the real world for the first time, offering fans a fun and immersive experience. It effortlessly combines humor, nostalgia, and food, making it a perfect fit for Wendy’s marketing strategy.

4. Heinz x Absolut

Heinz and Absolut have teamed up to create a limited-edition Tomato Vodka Pasta Sauce, bringing together Heinz’s expertise in sauces and Absolut’s vodka to elevate the flavor profile. The collaboration includes a range of products and limited-edition sets aimed at both foodies and cocktail enthusiasts, featuring recipes for cocktail pairings as well as creative uses of the vodka-infused sauce in dishes. This partnership pushes the envelope in terms of flavor innovation and presents an exciting new way to experience Heinz’s beloved condiments.

5. 818 x Chamberlain Coffee

 818 Tequila, founded by Kendall Jenner, teamed up with Chamberlain Coffee, the coffee brand of influencer Emma Chamberlain. The collaboration saw the launch of a special limited-edition cocktail kit that pairs 818 Tequila with Chamberlain’s signature coffee blends to make a delicious espresso martini.

6. Michael Cera x CeraVe

Actor Michael Cera partnered with skincare brand CeraVe for a playful yet impactful campaign. The actor, known for his quirky and offbeat roles, became the brand ambassador for the skincare giant, delivering a new kind of ad campaign that’s equal parts funny and relatable.

7. Taco Bell x Cheez-It

Taco Bell and Cheez-It teamed up to make a comeback to create the ultimate cheezy innovation with the Big Cheez-It Crunchwrap Supreme and Big Cheez-It Tostada. This is a great partnership because both brands are experts at delivering bold, crave-worthy flavors, and this union takes it to the next level by combining two fan-favorite snacks in one. Plus, the oversized Cheez-It cracker adds an exciting visual and textural element making it a fun, memorable fusion that taps into both brands’ loyal fan bases.

8. Skims x Charli XCX

2024 saw the perfect blend of fashion and music with Skims x Charli XCX, a collaboration between Kim Kardashian’s bodywear brand and pop sensation Charli XCX. Together, they released a limited-edition collection designed to combine Charli’s bold, futuristic aesthetic with Skims’ signature body-positive designs.

9. Crocs x Duolingo

In one of the most unexpected but fun collaborations of 2024, Duolingo, the language learning app, partnered with Crocs, the footwear brand, to create a playful line of Duolingo-themed Crocs. The collection features the iconic green owl, Duo, alongside a range of colorful charms and designs inspired by the app’s fun, gamified approach to learning. The collaboration not only connects two beloved brands but also encourages users to embrace language learning with a sense of humor and style.

The Power of Creative Collaborations

These collaborations highlight the incredible potential of creative partnerships in today’s marketing landscape. Brands across industries are thinking outside the box to merge cultural relevance with product innovation, tapping into shared audiences, and elevating their messaging. By aligning with unexpected partners, brands can not only broaden their reach but also deliver new experiences to consumers that feel fresh, exciting, and authentic.

Ready to Create Your Next Innovative Partnership?

If you’re inspired by these creative brand partnerships and are ready to explore innovative collaborations for your own brand, our experts are here to help. Reach out to us today to start crafting the perfect partnership that will resonate with your audience and drive results. Let’s make your next collaboration unforgettable!

,

More from Avenue Z

  • Why AI Agents Are Already Rewriting Your eCommerce Brand Strategy with Jonathan Snow

    AI is already making purchase decisions. My latest Fast Company feature unpacks what that means for brand visibility, discovery,…

    Link

    2 min read

    ,
  • Manhattan Bridge in New York City, view from the street between brick buildings, New York City, Architectural photography.

    Top NY Tech Week 2025 Events We’re Eyeing (and You Should Too)

    These are the rooftop hangs, power walks, and pitch rooms you need to be in—bookmark this list, grab your…

    Link

    3 min read

    ,
  • Top of Stack: Markets, Media, and the March Toward Mayhem

    Get the press hits, trend intel, and event picks you need to stay ahead in fintech, innovation, and digital…

    Link

    3 min read

    ,
  • The Mirage of Simplicity in AI: Why Strategy Still Comes First

    AI can move fast and look smart—but without a clear strategy, it often just scales misalignment. Here’s why the…

    Link

    3 min read

    ,
  • Google’s AI Mode: A CMO’s Field Guide

    Google’s AI Mode is transforming search into a conversational, AI-driven experience—challenging traditional SEO and redefining how brands achieve visibility,…

    Link

    8 min read

    ,
  • Retro background futuristic landscape 1980s style. Vector perspective grid. 80s sci-fi or game style. Retro neon background

    Top Picks for Miami Tech Week 2025

    The Best Events for Founders, Investors, and Operators to Attend This April in Miami

    Link

    4 min read

    , ,
  • perplexity-llm-integration-feature

    Perplexity’s “Frenemies” Strategy is Boldly Centralizing the LLM Ecosystem

    In a world where every AI company is racing to outbuild the competition, Perplexity made a bold move. Instead…

    Link

    7 min read

    , ,
  • Top of Stack: Fintech, Media, and the Rise of Borderless Everything

    From borderless banking breakthroughs to AI risks in federal policy, here’s issue #002 of what’s shaping headlines across fintech,…

    Link

    4 min read

    , , ,
  • Floating island adventure magical sky travel with pink cloud reflection in water landscape beauty view

    The Third Great Digital Land Grab: Why AI Search is the Biggest First-Mover Advantage Since SEO

    AI search is rewriting the rules of digital visibility; brands that move now to build AI authority will dominate…

    Link

    7 min read

    , , ,
  • Transparent Glass Cubes in Abstract Floating Arrangement

    AI Search Loves Answers: How to Write FAQ-Driven Content for LLMs

    AI search engines prioritize answers, not just keywords. Brands that structure content in a FAQ-driven format are more likely…

    Link

    4 min read

    , ,

Recommended reads

  • Why AI Agents Are Already Rewriting Your eCommerce Brand Strategy with Jonathan Snow

    AI is already making purchase decisions. My latest Fast Company feature unpacks what that means for brand visibility, discovery,…

    Link

  • Manhattan Bridge in New York City, view from the street between brick buildings, New York City, Architectural photography.

    Top NY Tech Week 2025 Events We’re Eyeing (and You Should Too)

    These are the rooftop hangs, power walks, and pitch rooms you need to be in—bookmark this list, grab your…

    Link

  • Top of Stack: Markets, Media, and the March Toward Mayhem

    Get the press hits, trend intel, and event picks you need to stay ahead in fintech, innovation, and digital…

    Link

  • The Mirage of Simplicity in AI: Why Strategy Still Comes First

    AI can move fast and look smart—but without a clear strategy, it often just scales misalignment. Here’s why the…

    Link

  • Google’s AI Mode: A CMO’s Field Guide

    Google’s AI Mode is transforming search into a conversational, AI-driven experience—challenging traditional SEO and redefining how brands achieve visibility,…

    Link

  • Retro background futuristic landscape 1980s style. Vector perspective grid. 80s sci-fi or game style. Retro neon background

    Top Picks for Miami Tech Week 2025

    The Best Events for Founders, Investors, and Operators to Attend This April in Miami

    Link

  • perplexity-llm-integration-feature

    Perplexity’s “Frenemies” Strategy is Boldly Centralizing the LLM Ecosystem

    In a world where every AI company is racing to outbuild the competition, Perplexity made a bold move. Instead…

    Link

  • Top of Stack: Fintech, Media, and the Rise of Borderless Everything

    From borderless banking breakthroughs to AI risks in federal policy, here’s issue #002 of what’s shaping headlines across fintech,…

    Link

  • Floating island adventure magical sky travel with pink cloud reflection in water landscape beauty view

    The Third Great Digital Land Grab: Why AI Search is the Biggest First-Mover Advantage Since SEO

    AI search is rewriting the rules of digital visibility; brands that move now to build AI authority will dominate…

    Link

  • Transparent Glass Cubes in Abstract Floating Arrangement

    AI Search Loves Answers: How to Write FAQ-Driven Content for LLMs

    AI search engines prioritize answers, not just keywords. Brands that structure content in a FAQ-driven format are more likely…

    Link

  • Search Innovator Avenue Z Brings First-Mover AI Optimization Solution to Market

    Backed by three decades of search leadership, Avenue Z's new offering unifies AI, SEO, PR, and Strategic Comms to…

    Link

  • Portland, OR, USA - Mar 4, 2021: AppLovin logo is seen on an iPhone when AppLovin Privacy Management app is launched. AppLovin provides marketing automation and analytics for mobile and Apple TV apps.

    An eCommerce Marketer’s Take on the AppLovin Short Reports

    Want a marketer’s real take on the AppLovin short reports? Here’s what actually matters for ecommerce brands.

    Link

Connect With Us

Stay in touch. Discuss your needs with us and see how we can help.