Your monthly Co.Labs Briefing is back to bring you a roundup of collabs & partnership highlights.
You’ll find stories across culture including:
- Luxury, Fashion and Beauty
- Tech, Sport and Lifestyle
- Food + Beverage
- Influencer and Talent News
We hope you enjoy!
Schuh and Nike teamed up to spotlight Baes FC, an East London grassroots football team made up of women, trans, and non-binary players of Asian heritage. The campaign featured bold reworks of the Nike P‑6000, Cortez, and Field General, designed to reflect the team’s inclusive spirit and community impact. Founded by Nicole Chui in 2022, Baes FC was created to challenge norms in football and amplify underrepresented voices. The collection dropped exclusively on Schuh’s website.
KATSEYE, the K-pop-inspired girl group formed through reality show The Debut: Dream Academy, led Gap’s Fall 2025 “Better in Denim” campaign - showcasing the brand’s new denim collection. The campaign featured the six members dancing to Kelis’ “Milkshake,” blending Y2K nostalgia with modern style. Known for their diverse backgrounds and global appeal, KATSEYE embraced bold, edgy looks that reflected their evolving identities.
Crocs unveiled a high-fashion collaboration with Jean Paul Gaultier featuring three designs across the Bae Clog and Classic Clog silhouettes. The Classic Clog was transformed into a black fauxleather version, accented with a bold “Gaultier” safety-pin motif, while the Bae Clog appeared in two standout variations - one with a satin-look corset lacing reminiscent of Madonna’s cone bra, and another with a platform structure and lacing. The full collection dropped globally via Crocs, Jean Paul Gaultier, and select retailers.
Paul Mitchell named Paris Hilton as its global ambassador and rolled out a high‑impact campaign across digital marketing, social media and in‑store activations that featured her in high‑fashion looks at unconventional backdrops - from pumping gas in stilettos to visiting a laundromat in lingerie - while showcasing her signature blonde hair styled by celebrity hairstylist Sienree Du. The campaign included step‑by‑step tutorials, behind‑the‑scenes content, and dedicated salon displays of Hilton’s Paul Mitchell essentials at Ulta Beauty stores across the U.S.
Prada launched its latest men's fragrance Paradigme with actor Tom Holland announced as the campaign ambassador. The actor collaborated with director Thomas Vinterberg on a cinematic short that explored themes of identity. The scent was built in reverse order, beginning with base notes of Peru balsam, guaiac wood, and benzoin resin, moving to a middle layer of green bourbon geranium, and ending with top notes of Calabrian bergamot and musk. The campaign was photographed by Glen Luchford.
Australian beauty brand ModelRock partnered with makeup artist Merton Muaremi to showcase its new Salon Edition Lash Clusters. The collection featured handmade, lightweight lashes designed for comfort and reusability. Muaremi created two distinct looks for the campaign, highlighting both natural and bold lash styles. ModelRock's CEO, Raelene Mara, expressed enthusiasm for the collaboration, noting the brand's commitment to innovation and individuality in the beauty industry.
Space NK partnered with viral plush toymaker Jellycat to create a limited-edition Amuseables bag charm, shaped like the beauty retailer’s signature shopping bag. The charm, introduced to mark the launch of Space NK’s new Oxford Street flagship, featured Jellycat’s signature smile, plush fabric, soft handles, and cord boot details. It was released exclusively at the flagship store with a oneper-customer limit, with wider UK availability planned from September under the same restriction.
SheaMoisture introduced its 'Yes, And' campaign, starring Serena Page, winner of Love Island season 6, as the new brand ambassador. The campaign showcased Page embracing various facets of her identity and honouring black beauty. The initiative marked the culmination of a year-long campaign that included events like SHEACATION in Jamaica, the 'Yes, And' magazine pop-up in New York City, and SheaVersity at the Essence Festival of Culture.
Abercrombie & Fitch has secured a multi-year partnership with the National Football League, becoming the league’s first-ever official fashion partner.
Expanding on the brand’s licensed NFL apparel business launched in 2022, the collaboration will bring a fashion-first approach to fan apparel, pairing athlete-led campaigns and player-designed collections with lifestyle assortments intended for both game day and everyday wear. Abercrombie will also activate at NFL tentpole events, including international games, while leveraging its global retail network.
Starting this season, players will also have access to a Style Concierge, in which in-house stylists from Abercrombie & Fitch will curate looks pulled from the brand’s latest collection, with a focus on denim and fitted bomber jackets. In a new campaign, players we’ll see styled by Abercrombie include Christian McCaffrey, Amon-Ra, Tee Higgins and CeeDee Lamb.
Aimé Leon Dore debuted its first collaboration with The North Face, dropping a 15-piece collection that reworked classic outerwear through a high-fashion lens. The Nuptse jacket swapped nylon for Italian Casentino wool, while the Denali jacket shed its fleece for a sleeker all-nylon finish. Footwear and accessories also got an upscale revamp with leather and Gore-Tex details. ALD founder Teddy Santis called the project the start of a long-term partnership, mirroring the brand’s ongoing ties with New Balance and Porsche.
Gisou introduced its Honey Milk 5‑in‑1 Styling Cream, designed to prep hair for blowouts, waves, curls, or straight styles. The lightweight, subtly scented cream was launched on 22 August, alongside the reveal that model Rosie Huntington‑Whiteley would serve as the brand’s first global ambassador. The brand is scheduled to expand its Hair Milk line into beauty retailer Space NK across 40 locations by the end of 2025.
Cheryl Cole returned to the spotlight as the lead ambassador for Nivea’s new Cellular Epigenetics Age Rewind Serum, showcasing the brand’s breakthrough EPICELLINE and multi-size hyaluronic acid formula. The UK- and Ireland-focused campaign launched with in-store visuals, social content, and an immersive “Epigenetics House” event in London.
Millie Bobby Brown featured in Crocs’ latest campaign for the Unfurgettable Clog, highlighting the brand's new faux-fur-lined footwear. The campaign, captured by Lillie Eiger at Loseley Park House & Gardens near London, showcased Brown's cozy and whimsical style. Brown, who has been a longtime fan of Crocs, expressed her enthusiasm for the collaboration, emphasising the brand's commitment to comfort and individuality. The campaign reflects Crocs' ongoing efforts to blend style and comfort in their footwear offerings.
Kaia Gerber debuted a six-piece activewear collection with Vuori, featuring seamless camisoles, halter tops, low-rise leggings, foldover pants, and micro shorts. The line is suitable for various workouts, from strength training to Pilates. Gerber aimed to merge '90s and early 2000s fashion influences with high-performance functionality, creating minimalist, studio-to-street pieces that reflect her personal style and daily needs. The collection launched on August 26, 2025, with Vogue readers receiving 24-hour early access starting August 25.
Puma partnered with Usain Bolt as the official sponsor of Notting Hill Carnival. The brand transformed White City Warehouse into “Puma Yard” - a vibrant cultural clubhouse, hosting Caribbeaninspired pop-ups, sneaker customisation workshops, DJ sets, and a WSTRN performance. The launch was tied to the debut of the limited-edition H‑Street sneaker, inspired by Jamaican heritage. Puma also supported the Jamaican Basic Schools Foundation UK by funding a community Fun Day and 10K run, rewarding top finishers with exclusive H‑Street sneakers.
Post Malone starred in SKIMS’ fall menswear campaign, debuting camouflage underwear, tees, and heavyweight fleece loungewear shot by Theo Wenner on a Utah ranch. He admitted that modelling underwear had felt “terrifying” at first but ultimately made him feel handsome. The campaign reflected his love for camo and marked a bold evolution for the brand as it introduced its new heavyweight fleece fabric. Malone also spoke about fatherhood, his life in Utah, and whether he planned to get “a bunch of texts” in response to the campaign.
Shark Beauty launched its first-ever creator-led campaign to promote the new Shark Glam multi-styler, spotlighting content from Sofia Richie, sister duo Mackenzie & Malia, and Abigail Lynn. The campaign centred on real, at-home styling moments, with each creator showcasing how they used the tool to achieve their signature looks. Designed for versatility, Shark Glam was positioned as a styling essential, with the creators driving awareness through relatable, trend-forward content across Instagram and TikTok.
Maison Margiela appointed Miley Cyrus as the face of its Autumn/ Winter 2025 Avant-Première campaign, marking the brand’s first use of a celebrity in its advertising. Photographed by Paolo Roversi, Cyrus appeared nude and painted white, wearing only Margiela’s signature Tabi boots, referencing the maison’s bianchetto technique. The campaign aligned with the collection’s focus on visible wear, repair and artisanal detailing, marking a shift in the brand’s traditionally anonymous approach.
Gap teamed up with Shay Mitchell’s travel brand BÉIS to release a limited-edition capsule that merged classic denim with functional travel gear. The collection, available online and in select stores across the U.S., Canada, and Japan, featured denim-blue luggage and neutral-toned apparel. The launch was supported by a campaign film titled Go Big. Don’t Go Home, starring Mitchell and her family inside an oversized suitcase.
Chelsea and England defender, Millie Bright, partnered with sportswear brand MAAREE to launch a limited-edition collection. The collection featured a signature sports bra, T‑shirts, and a capdrawing inspiration from her tattoos and personal motto, “Dream Big.” Bright had joined MAAREE earlier in 2025 as both ambassador and investor, motivated by her own experiences with discomfort from ill-fitting sports bras. The collection was made available online and at select retailers.
Serena Williams disclosed that she used a GLP‑1 weight‑loss medication following the births of her daughters in 2017 and 2023, after struggling to lose weight despite rigorous exercise and healthy diet. She began weekly injections through telehealth provider Ro, whose board her husband Alexis Ohanian sits on, and lost around 31 pounds. Willliams reported that she felt lighter physically and mentally, had more energy, fewer joint pains, and improved blood‑sugar control. She stressed that the medication was not a shortcut, and signed on as a celebrity patient ambassador for Ro - aiming to reduce stigma around GLP‑1 use.
Tottenham Hotspur announced that it partnered with BOSS as its official fashion partner for the 2025/26 season. BOSS supplied exclusive outfits for the men’s and women’s first teams as well as coaching staff, to be worn at selected fixtures and official events. The player collection included a tailored two-piece with an overshirt and trousers, while coaching staff received refined navy-and-white ensembles reflecting the club’s colours.
Goody partnered with Olympic gymnast Laurie Hernandez as its brand ambassador to support both its existing hair accessory range and the newly launched Goody Sport collection. Hernandez expressed enthusiasm about inspiring others to embrace their natural hair texture, stating that her curls were a big part of who she is. Goody’s CEO, Doug Gillespie, described the partnership as “natural,” noting that Hernandez embodied empowerment, confidence, and authenticity - values central to the brand.
Clinique became the first-ever beauty partner of England’s women’s rugby team, the Red Roses, ahead of the 2025 Women’s Rugby World Cup. The collaboration elevated Clinique’s GameFace initiative - originally launched in 2022 to support grassroots female rugby players - providing the Red Roses with expert one-to-one skincare and makeup consultations tailored to each player’s needs.
The partnership aligned with the brand’s mission to empower women through sport. Red Roses star and GameFace ambassador Holly Aitchison praised Clinique’s personalised approach, noting that it helped her feel more confident during matches and everyday life.
Alo launched its Conquer Collection campaign featuring NFL quarterback Joe Burrow as brand ambassador. Running through September 19, the campaign highlighted new performance and outerwear pieces inspired by Burrow’s focus on preparation, recovery, and high performance. Shot across Miami and Los Angeles, the campaign showcased his wellness routines, including EMS training and recovery sessions. Burrow collaborated closely with Alo to ensure each look reflected his personal style while aligning with the brand’s luxury-meets-performance identity.
“The Hokey Pokey” into a skin-positive anthem
Dove partnered with GRAMMY-winning artist Ciara to remix the nostalgic “Hokey Pokey” into a new anthem titled “Drop Your Skin‑hibitions,” encouraging women to embrace their skin and let go of insecurities. The campaign marked one year since the launch of Dove’s Cream Serum line, which offers 72-hour hydration and visible improvements to skin texture and tone. It featured digital content across social platforms to promote a message of body confidence and joy in self-expression.
Arsenal manager Mikel Arteta has been appointed as Under Armour’s global ambassador and director of performance. In this role, Arteta will leverage his expertise to enhance Under Armour’s presence in football - focusing on product development, talent identification, and leadership. A key aspect of his responsibilities includes leading the UA Next program, which supports athletes aged 16 to 20 aiming to transition into elite sports. Arteta's appointment aligns with Under Armour's strategy to expand its influence in football and underscores the brand's commitment to developing the next generation of athletes.
Chopova Lowena teamed up with Sony to launch the Alto bag, a limited-edition, crossbody bag made to carry Sony’s WH‑1000XM6 headphones. The design merged the duo’s eclectic, tartan-inspired style with high-end audio functionality. The bag took cues from their iconic Sofia and AW23 Pow Pow designs, blending playful flair with practical hardware, and was offered exclusively at Dover Street Market.
Google unveiled the Pixel 10 Pro ahead of its official release, revealing a new design with a built-in temperature sensor and a sleek finish. The campaign launched through a series of influencerled teasers across social media, building early hype around the device. Social media stars involved in the campaign included Jayde Pierce, Dami Hope, Francesca Hayward, Maz Ullah, EkinSu and Michael Dapaah. Google also introduced an exclusive sign-up offer via its online store, giving subscribers a limited-time discount redeemable on a single Pixel device between August 20 and September 4, 2025.
Grey Goose returned as the official vodka sponsor of the US Open for the 19th year, serving its signature Honey Deuces across four locations at the USTA Billie Jean King National Tennis Center. The brand sold over 556,000 cocktails in 2024, generating $12.8 million in sales. Outside the stadium, Grey Goose partnered with tennis player Frances Tiafoe and launched the “Last Serve Bar” pop-up at Grand Central Terminal, offering fans one final Honey Deuce after the matches and reinforcing the drink’s status as a cultural icon of the tournament.
Jameson relaunched Distilled Sounds, its global music initiative, in Ireland - returning Anderson .Paak as the "Music Distiller" and teaming with his creative house APESHIT INC to guide a diverse cohort of over 20 emerging artists from countries including India, South Africa, Indonesia, Portugal and Nigeria.The participants converged for an immersive week of songwriting, recording, and collaboration in a creative “Sound Distillery,” producing original music, performances, and masterclass content that rolled out digitally throughout the summer on Jameson’s YouTube channel.
Heinz partnered with Smoothie King to release the limited-edition Heinz Tomato Ketchup Smoothie, combining Heinz Simply Tomato Ketchup with açai sorbet, apple juice, strawberries and raspberries. Priced at $5.70, the drink was available at select locations in Atlanta, Chicago, Denver, Miami, and parts of New York and New Jersey. The collaboration aimed to settle the longstanding debate on whether ketchup qualifies as a smoothie, while highlighting both brands’ focus on quality ingredients.
IKEA revealed the first item from its collaboration with designer Gustaf Westman - a porcelain serving plate designed to showcase its iconic meatball. The plate holds 11 meatballs in a single row, playfully described as seating them on tiny “thrones.” While functional for serving other foods like olives or fruit, the piece was also created to celebrate the Swedish staple. A full 12-piece collection was scheduled to follow on September 9.
Dos Equis collaborated with Fuerza Regida and Mexican-American artists Jose “IMAGiNE” Trasviña and Bryan Escareño to launch a limited-edition merchandise capsule under the “Ni Perdón, Ni Permiso” campaign. The collection included 15 t-shirts priced at $160, 20 jackets at $450, and five custom vests worn by the band during a private performance in Houston, each valued at $3,000. All items were auctioned online between August 5 and August 19, with proceeds supporting the Mexican American Opportunity Foundation.
Sierra Tequila served as the official tequila partner for Brighton Pride 2025, with its drinks featured on cocktail menus across participating venues including Preston Park and the Brighton Street Party. The brand held exclusive listing rights in 70 cl bottles in all participating bars and offered VIP attendees premium cocktails like Margaritas and Palomas. Following the event, Sierra continued to be served at Brighton’s iconic Concorde 2 music venue, signalling its ongoing support for the city’s vibrant cultural scene.
Château d’Estoublon was named the exclusive wine partner of the Longines Global Champions Tour in London for 2025. The brand’s premium Provence rosé, Roseblood, was served throughout the prestigious equestrian event at Royal Hospital Chelsea, elevating the hospitality experience for VIP guests, athletes, and attendees. The partnership aligned the estate’s refined French heritage with the luxury positioning of LGCT - marking a continued strategy to associate Roseblood with high-profile lifestyle and sporting events.
The mood-focused beverage brand, Peak Moods, collaborated with artist Slawn to stage a pop-up takeover of a typical Soho corner shop in London. The shop’s fridges were stocked with limited-edition "Calm" and "Hype" cans wrapped in Slawn’s distinctive artwork, and the space featured event merchandise like t‑shirts, lighters, bundles, and competitions. The brand’s founders emphasised that the partnership was not “manufactured in a boardroom” but had organically grown over more than two years, with Slawn supporting Peak from its early days.
Johnnie Walker announced a multi-year global partnership with Grammy Award-winning artist Sabrina Carpenter. The collaboration launched alongside her new album Man’s Best Friend and the final leg of her Short n’ Sweet tour. As part of the partnership, Carpenter introduced her own signature Johnnie Walker Black Label cocktails including a Manhattan, whisky sour and whisky highball - available at select tour stops. The brand also rolled out album-inspired content across major cities and digital platforms, aiming to merge music, self-expression and the “Keep Walking” message into one integrated campaign.
Chelsea FC appointed Champions Travel and Travel Connection as its exclusive global hospitality travel partners ahead of the 2025/26 season. The multi-year deal formalised a 15-year relationship, giving the partners full rights to sell official matchday experiences at Stamford Bridge. The move aimed to centralise premium hospitality sales, offer a wide range of packages, and boost inbound sports tourism, while protecting fans from unofficial ticket sources.
Holiday Inn Express and Costa Coffee formed an exclusive U.S. partnership that brought freshly ground Costa Coffee to over 1,300 Holiday Inn Express locations across the country. To launch the collaboration, they offered free Costa Coffee to college football fans at participating hotels located within 10 miles of Division I FBS schools. A national survey of 2,000 college football fans revealed that 81% considered coffee essential to their game-day routine and 70% consumed at least two cups while traveling.
Kendrick Lamar and Dave Free launched Project 3, a full-service creative agency under their company pgLang. The agency offers brand strategy, creative direction, production, and event planning services for both independent and corporate clients. Project 3 was established following pgLang’s acquisition of international studio Frosty, expanding their creative capabilities. The name refers to the three acts of storytelling: beginning, middle, and end.
Formula 1 driver Charles Leclerc launched Sidequest, a creative studio aimed at helping brands, creators, and talent expand their influence through strategic insight, storytelling, and execution rooted in sport, culture, and authenticity.
The studio was co-founded with filmmaker Antoine Truchet and brand strategist Nicolas Jayr. At launch, Sidequest secured clients including Leclerc’s ice cream brand LEC, whiskey maker Chivas Regal, and jewelry brand APM Monaco.
The studio distinguishes itself by focusing on narrative craft rather than celebrity, blending perspectives from elite athletics, filmmaking, and brand strategy. Leclerc emphasized that Sidequest is about collaborative creativity, not just personal branding.
