Brand partnerships are an obvious game-changer for any brand seeking to boost recognition; so we set out to ask: How do Challenger Brands approach these opportunities in a way that’s different and better than the norm?
Our exploration revealed brands that go beyond the superficial (think Jennifer Anniston x Smart Water) to put their values into action. Read on to discover a handful of our favorites – complete with takeaways for your team to consider for your next collaboration.
Unique Brand Partnerships
Letting Athletic Talent Shine: Bandit Running & US Olympic Team
What it is: When you think of the typical Olympic athlete look, what immediately comes to mind? If you’re envisioning a kit complete with strategically placed branding that’s prime for camera-opps – the Nike swoosh, Adidas stripes, or lulu omega – you wouldn’t be wrong. Enter Bandit Running’s Unsponsored Project. Bandit provided completely unbranded, all black looks to over 35 athletes who competed in the 2024 U.S. Track & Fie
ld Olympic Trials. These looks were essentially billboards that signaled ‘your brand could be featured here’, opening up partnership conversations for up-and-coming athletes before the Olympics, helping win sponsorship deals.
Why we love it: Bandit could have followed the typical playbook and decked athletes out in their o
wn logo. However, they took a counterintuitive approach that highlighted challenges in the current athlete sponsorship model and empowered self-representation.
Challenger takeaway: Bandit’s strategy created a win-win scenario for both the athletes and the brand, demonstrating how (literally) taking one for the team pays off. They achieved buzz with the campaign despite a budget significantly lower than official athlete sponsorships, and athletes won by showcasing they were open to negotiating with potential sponsors. Challenger brands should seek partnerships that deliver mutual benefits, fostering long-term loyalty and collaboration.
Trailblazing Diversity: The North Face & Hike Clerb
What it is: Hike Clerb is a nonprofit organization dedicated to increasing diversity in outdoor groups. With support from the North Face’s Explore Fund, founder Evelynn Escobar is creating a stand-alone collection and campaign designed to empower women and people of color to explore the outdoors.
Why we love it: By partnering with Hike Clerb, the North Face is making their brand, and the experience of enjoying the outdoors, more inclusive. More people are literally seeing themselves reflected in the media and advertising they consume, opening up possibilities to explore spaces they may have felt excluded from. It’s partnership with two sides: one that deeply understands the social issue and how to address it, and one with reach that enables accessibility.
Challenger takeaway: Consider social issues with the category that your brand operates in. What kind of barriers to entry exist, and how can your brand partner to become part of the solution?
Shining Sustainably: Stella McCartney & Vrai
What it is: Pioneering sustainable fashion designer Stella McCartney has teamed up with Vrai to launch a lab-grown diamond collection, which debuted at the 2024 Met Gala. Stars like Cara Delevingne, Ed Sheeran, and Cherry Seaborn showcased pieces made from Vrai’s zero-emissions diamonds.This collaboration highlights a commitment to sustainability, featuring eco-friendly custom-designed jewelry.
Why we love it: Two brands that are excellent at different things, sustainability and luxury, team up to show the two categories don’t have to be mutually exclusive. Sustainable materials can be luxurious and luxury can be sustainable!
Challenger takeaway: Challenger brands can learn from this by considering partners how seemingly opposing values or qualities can complement each other. How can your brand demonstrate the harmony between different values, such as quality and affordability, or innovation and tradition?
Make a Unique Announcement: Adidas and Texas Tech
What it is: Texas Tech recently switched from being an Under Armour school to an Adidas school. The partnership may seem expected – after all, most major colleges in the US have partnerships – but the way they launched it challenged convention.
A few years ago, a photo of one of their most prolific alumni and Adidas partner, Patrick Mahomes, wearing an Adidas sticker over the Under Armour logo on his Texas Tech shirt went viral.
Texas Tech took inspiration from this viral photo to launch their Adidas partnership with a video of an Adidas sticker over the center of their football field, then “ripped it off” with a helicopter to unveil the new collaboration.
Why we love it: Texas Tech cleverly used a viral moment to create an exciting and memorable launch, turning a simple logo swap into a bold statement.
Challenger takeaway: The narrative of the Adidas sticker over the Under Armour logo added a compelling story to the partnership launch. Challenger brands should focus on bold storytelling to help messages resonate. How can you craft a compelling narrative around your next announcement to make it more impactful and memorable?
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Social Listening → Action: Lucky Charms & New Heights
What it is: Often the best brand partnerships come from social listening. On their podcast, NFL stars Jason and Travis Kelce casually rated their favorite cereals, and Lucky Charms was one of them. After hundreds of tags on social media, Lucky Charms reached out and set up an official collaboration.
Why we love it: By responding to genuine admiration, Lucky Charms turned an organic moment and true personal preference into a timely collaboration, showing the power of listening to and engaging with your audience.
Challenger takeaway: Stay tuned into what your audience is talking about, particularly if it involves your brand, and be ready to jump on opportunities while they’re hot. Authentic, timely collaborations can drive engagement and deepen customer connections.
What It Means
Strategic partnerships can provide Challenger Brands with unique opportunities to expand their reach and innovate. By thinking creatively and aligning with like-minded partners, you can drive growth and make a lasting impact.
We’re glad you’re here. Planning a partnership or have an idea to share? I’d love to hear from you!
