Summer 2024 has been a standout season for brand partnerships, with some truly unexpected and innovative collaborations that have captured the public’s attention. From sports teams teaming up with beauty brands to creative product mashups, this summer has shown how powerful and creative brand collaborations can be. Here are some of the most memorable partnerships from this summer:
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Glossier x USA Basketball Women’s National Team
Glossier is breaking new ground by merging beauty and basketball in its latest partnership with the USA Basketball Women’s National Team. As women’s sports continue to surge in popularity, with basketball and the WNBA leading the charge, brands are increasingly eager to align themselves with this dynamic and growing movement. Glossier, a long-time supporter of the WNBA, celebrated its expanded partnership by going beyond traditional sponsorship. The brand collaborated with artist Na Chainkua Reindorf and non-profit Project Backboard to revitalize the Tompkins Square Park basketball courts, turning them into a vibrant community hub designed to inspire more families and young women to engage with basketball.
This collaboration is more than just a marketing move; it’s a powerful statement about the potential of brands to make a meaningful impact. By transforming public spaces into colorful works of art, Glossier is fostering a sense of community pride and encouraging participation in sports. This approach not only elevates the brand’s presence but also sets a new standard for how companies can contribute to the growth and visibility of women’s sports in a way that goes beyond simple logo placements.
Gymshark x Surreal
Gymshark, known for its strong presence in the fitness industry, took an unconventional turn by partnering with Surreal, a cereal brand, to create ‘Cardio-Os’—a high-protein cereal designed for gym-goers. This collaboration merges fitness and nutrition in a fun, engaging way, aligning perfectly with Gymshark’s mission to support the fitness community beyond just apparel.
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Liquid Death x YETI
Just in time for Halloween, Liquid Death and YETI joined forces to create the Casket Cooler—a cooler shaped like a casket, blending dark humor with practical functionality. This limited-edition item was auctioned off, adding an element of exclusivity and novelty to the collaboration, which perfectly aligns with the edgy branding both companies are known for.
Polly Pocket x Airbnb
In a nostalgic twist, Polly Pocket celebrated its 35th anniversary by partnering with Airbnb to create a life-sized version of its iconic 1990s compact, available for guests to stay in. This collaboration not only taps into the current trend of nostalgia marketing but also brings a beloved childhood toy into the real world in a creative and immersive way.
Fenty Beauty x Olympics
Rihanna’s Fenty Beauty made history by becoming a premium partner of the 2024 Paris Olympics, marking the first time a beauty brand has taken such a prominent role in the Games. Fenty Beauty’s inclusion at the Olympics, particularly through its partnership with event volunteers, underscores the brand’s commitment to diversity and inclusivity on a global stage.
Dunkin’ x Scrub Daddy
In one of the more playful collaborations of the summer, Dunkin’ teamed up with Scrub Daddy to create donut-shaped sponges in celebration of National Donut Day. This partnership perfectly encapsulates the fun, quirky spirit of both brands, making household chores a bit more enjoyable.
Charlotte Tilbury x F1 Academy
In early 2024, Charlotte Tilbury became the first beauty brand to sponsor the F1 Academy, a new initiative aimed at nurturing female talent in motorsport. This partnership not only highlights the growing intersection of beauty and sports but also underscores the importance of female empowerment in traditionally male-dominated industries.
e.l.f. Cosmetics x Liquid Death
e.l.f. Cosmetics partnered with Liquid Death to launch a limited-edition, black-metal-inspired makeup vault called CORPSE PAINT. This collaboration, with its edgy aesthetic and high-impact marketing, showcases how two brands can align on a shared vision of challenging industry norms and embracing bold self-expression.
The Power of Creative Collaborations
These collaborations highlight how brands are increasingly thinking outside the box, merging seemingly unrelated sectors to create something truly unique. As brands continue to innovate in how they engage with audiences, these partnerships set a new standard for what’s possible in creative marketing.
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!
