Cross-Industry Collaborations Creating Unexpected Products

Some of the most interesting products on the market today are not the result of a single company’s research and development team, but rather a creative alliance between two very different industries. These cross-industry collaborations are producing items that would have been nearly impossible for either party to create alone. They are blending markets, expanding brand reach, and reshaping consumer expectations.

In a business landscape where differentiation is increasingly difficult, working outside one’s traditional field is becoming a compelling way to gain an edge. Whether the goal is brand elevation, access to new customers, or inventive product development, companies are turning to partnerships that once would have seemed like long shots.

Unlikely Partnerships Driving Market Attention

Cross-industry products often make headlines because of how unexpected they are. In 2022, LEGO partnered with Adidas to release a line of sneakers inspired by LEGO blocks, complete with textured soles and colorful designs that mirror the interlocking toy. The collaboration did more than create a collectible shoe; it drew in a crossover audience that included sneakerheads, design enthusiasts, and parents shopping for both themselves and their kids.

Meanwhile, IKEA and Sonos teamed up to design the SYMFONISK line—a series of home speakers that also function as pieces of furniture. A lamp-speaker hybrid was among the standout releases. This blend of tech and furniture offered a practical solution for space-conscious consumers and opened new sales opportunities for both companies in markets where neither had been dominant alone.

These are not gimmicks. They are strategic moves that combine strengths and tap into overlapping consumer interests. For entrepreneurs and small business owners, the lesson is not necessarily to mimic the scale of these partnerships but to think more creatively about how to combine ideas with players outside their traditional domain.

Creative Development Meets Operational Synergy

Many of these collaborations begin when companies realize that their brand equity and product strengths complement one another. It is less about finding a partner with a similar offering and more about aligning on shared values or overlapping customer aspirations.

One example is GoPro partnering with Red Bull. On paper, one is a camera company and the other is a beverage brand. But both are associated with extreme sports, adrenaline-fueled content, and adventurous lifestyles. Their collaboration extended into co-branded events, content creation, and product placement. The relationship ultimately helped GoPro scale its presence through Red Bull’s global footprint while giving Red Bull fresh, immersive content for marketing.

On a smaller scale, boutique hotels are teaming up with local distilleries or microbreweries to offer custom in-room minibars, curated tasting events, and branded take-home products. These partnerships do not just drive sales—they elevate guest experience and localize the brand in a way that feels authentic.

Engineering Innovation Through Unexpected Pairings

Some of the most groundbreaking collaborations go beyond branding into actual product development and manufacturing. Ford and Jose Cuervo once worked together to explore the use of agave fibers—a byproduct of tequila production—in car parts like wiring harnesses and storage bins. The goal was to find a sustainable, lightweight material, and agave offered an unusual but viable solution.

This type of collaboration might seem out of place at first, but it represents a growing interest in sustainable innovation. When companies share challenges or complementary waste streams, there are often opportunities to build something new and valuable from what was previously discarded.

In healthcare, Apple collaborated with Stanford Medicine on the Apple Heart Study, using Apple Watch data to evaluate irregular heart rhythms. The research partnership helped advance wearables as serious medical tools, moving beyond fitness and into diagnostic territory.

These types of projects show that innovation is not always about inventing from scratch. Sometimes, it is about connecting existing knowledge in novel ways.

Brand Amplification and Market Reach

For many companies, especially those looking to break into new markets, cross-industry collaboration is a brand amplifier. Luxury brands have leaned into this for years, but recently, the trend has taken on a wider scope.

One example includes Balmain collaborating with Puma to create a streetwear-inspired fashion collection. The partnership helped Balmain tap into a younger, more urban audience while giving Puma luxury credibility. The shared product line also featured both logos prominently, signaling joint ownership and strengthening both identities.

These types of moves can create buzz, revive dormant brands, or reintroduce legacy companies to the next generation. When done right, the collaboration feels natural—not a stretch or a marketing gimmick.

Even in food, this trend is visible. Taco Bell and Doritos partnered to release the Doritos Locos Taco, which became one of the chain’s most successful product launches. The shell made of Doritos chips brought an entirely new dimension to a core menu item, drawing in both loyal fans and curious newcomers. It was not just about flavor—it was about brand recognition and timing.

Licensing and IP Synergy

Behind many successful cross-industry ventures lies a carefully negotiated licensing agreement. Intellectual property is a valuable asset, and when companies license their imagery, formulas, or technology, they open up new streams of revenue without diluting their core business.

Hasbro has executed this strategy well. Its licensing of characters like Transformers into everything from car models to theme park rides has made the brand both omnipresent and enduring. At the same time, other companies gain access to well-known IP that can supercharge marketing campaigns and sales.

This structure can also work for startups that hold proprietary technology. Instead of trying to enter a new market themselves, they can partner with a more established player in that sector and license their tech into the larger partner’s product roadmap.

IP synergy has become a tool for companies to move faster, de-risk expansion, and benefit from shared resources—all without having to go it alone.

The Role of Culture and Leadership

Cross-industry projects often require more than contracts and brand alignment. They demand an internal culture willing to embrace experimentation. Leaders play a critical role here—not only in championing bold ideas but also in building teams that can execute across different mindsets and operational rhythms.

Companies that are rigidly siloed or hyper-focused on legacy practices often miss these chances. Those that reward curiosity and cross-functional thinking, on the other hand, are more likely to spot partnership potential early. Some brands now even hire innovation scouts or business development teams dedicated specifically to seeking out nontraditional collaborations.

Entrepreneurs who are building businesses today can benefit from embedding this mindset early—remaining open to lateral moves, even when they fall outside traditional customer paths.

Risks and Misfires

Not every collaboration is a home run. There are examples of brand partnerships that confused customers, damaged reputations, or simply failed to move the needle.

In one such instance, Colgate launched a line of frozen meals under the brand name Colgate Kitchen Entrees. While the idea of cross-brand expansion was well-intentioned, the association between toothpaste and dinner did not sit well with the public. It serves as a cautionary tale that brand equity can also become a liability if the connection feels unnatural.

This is why testing, customer feedback, and clear communication remain essential. A creative idea still needs to resonate with its intended audience. It helps when there is a logical bridge—be it in values, function, or lifestyle—between the collaborators.

Final Thoughts

Cross-industry collaborations have become more than a trend—they are a dynamic business strategy with the potential to redefine industries and reshape products. By stepping outside traditional verticals and forging unexpected alliances, companies can accelerate innovation, gain cultural relevance, and access new markets.

The opportunities are not limited to global brands. Entrepreneurs, startups, and mid-sized businesses can all find creative ways to join forces across sectors. Whether it is through co-branded products, shared resources, or merging expertise, these collaborations offer real value when done with purpose and alignment. The future of product development and brand growth may lie not in working harder within your lane, but in finding an entirely new road to travel—with someone else in the driver’s seat beside you.