#brand-collaboration

#brand-collaboration

Brand partnerships used to mean a co-branded sneaker drop or a limited-edition snack flavor. Now, they're getting stranger-and more viral. Soda-and-cookie mashups, beer-infused soups, and hot honey beans have all hit store shelves in recent months, sparking a mix of curiosity, confusion, and clicks. At first glance, these collaborations might feel like stunts with little connection between the products. But marketing experts and brand leaders argue they serve a bigger purpose: keeping legacy names relevant in a crowded, attention-driven marketplace.

To promote the return of its apple-flavored LTO, Bubly is reaching back to a couple of 2000s pop culture icons: Apple Bottoms, the jeans brand founded by Nelly in 2003, and Flo Rida's 2008 hit "Low," which nodded to the label in lyrics ("Shawty had them apple bottom jeans / Boots with the fur / The whole club was lookin' at her") that are insistently recognizable to consumers who came of age during the era.

In a move that perfectly captures the evolving landscape of the food and beverage industry, JetBlue Airways has partnered with NYC's fastest-growing cookie brand, Chip City Cookies, to launch an exclusive collaboration that rewards loyalty with indulgent treats. This partnership, running through December 31, 2025, demonstrates how innovative cross-industry collaborations are reshaping customer engagement in the hospitality sector. The collaboration centers around JetBlue's TrueBlue loyalty program, allowing members to earn points on every Chip City purchase across 50 locations.

When Mitchell & Ness linked with Cookies, it was more than a collaboration - it was a meeting of two cultural authorities at the height of their influence. Mitchell & Ness had long stood as a cornerstone of sports culture, celebrated for its authentic nods to legacy and craftsmanship. Cookies, meanwhile, reigned supreme in the cannabis and lifestyle space, shaping not only product standards but the culture surrounding them. Together, they created a partnership that reflected the pinnacle of credibility and relevance across both industries.

Mschf, the Brooklyn-based art collective, has recently decided to launch Applied Mschf, a creative consultancy that will collaborate with 5 to 10 brands a year.

It's very exciting [to retire] because I feel like the world is now my oyster, and I've been busy building my online brand.