5 Brands That Nailed Strategic Creator Partnerships Using Brand Adjacency
Choosing the right creator isn’t about playing it safe. It’s about finding someone whose presence extends your brand’s reach into the right culture—even if they come from an unexpected category.
The brands doing this well aren’t just working with influencers. They’re using brand adjacency to create smarter, more strategic partnerships—aligning with the creators their customers already trust.
Let’s break down five standout examples that showcase how powerful this strategy can be.
1. Glossier + Micro-Creators in the Clean Beauty Ecosystem
What they did:
Rather than chasing celebrities or mega-influencers, Glossier doubled down on micro-creators whose communities overlapped with adjacent brands like Parade, Supergoop, and Outdoor Voices.
These creators weren’t just aligned in aesthetics—they embodied the Glossier girl lifestyle, naturally sharing beauty routines, morning matchas, and sustainable fashion finds.
Why it worked:
This wasn’t influencer marketing—it was brand world-building. The adjacency to like-minded brands made every post feel personal, not performative.
2. New Balance + Fashion Creators Who Bridged Streetwear & Scandinavian Style
What they did:
New Balance leaned into surprising collaborations with creators who straddled both sneaker culture and minimalist fashion—think influencers who wear Ganni, COS, and Totême alongside classic 990s.
Why it worked:
This elevated New Balance’s cultural cachet while preserving authenticity. The adjacency to cool, understated fashion labels brought them into a new space without forcing it.
3. Sweetgreen + Local Creators with Wellness Crossover Appeal
What they did:
Sweetgreen partners with city-specific micro-influencers who already collaborate with wellness brands, boutique fitness studios, and clean skincare companies. Think: someone who tags both Sweetgreen and their fav matcha spot.
Why it worked:
These creators aren’t “fitness influencers”—they’re community tastemakers. And by partnering with them, Sweetgreen showed up where their customers already were, eating and living.
4. Aime Leon Dore + Cross-Cultural Creators
What they did:
Rather than hiring streetwear influencers exclusively, ALD tapped into creators with shared aesthetics in photography, architecture, heritage fashion, and even car culture (via Porsche).
Why it worked:
Their audience didn’t just follow streetwear—they followed vibe. ALD leaned into adjacent worlds their audience respected, reinforcing cultural depth.
5. Our Place + Food Creators with Home & Identity Brand Overlap
What they did:
Our Place worked with creators who weren’t just cooking—they were telling stories about family, heritage, rituals, and design. These creators often partnered with brands like Heath Ceramics, Diaspora Co., and Material Kitchen.
Why it worked:
It wasn’t about the pan. It was about the world around it. By showing up next to trusted adjacent brands, Our Place made itself part of something more meaningful.
Takeaways: What All These Brands Got Right
✅ They used adjacency to find creators who already fit—no forced partnerships.
✅ They looked beyond surface metrics and focused on shared values, not just shared hashtags.
✅ They saw creators as cultural nodes, not just content machines.
How You Can Do This Too
If you're ready to find creators who don't just talk to your audience—but actually live in the same world as your brand—start here:
- Map out your brand adjacency zone
- Look for creators connected to those adjacent brands
- Collaborate in ways that feel natural, not transactional
The result?
Marketing that feels like belonging.
Want help mapping it out?
🚀 Let’s chat—we’ll show you which creator partnerships make the most strategic sense for your brand.