THE BRAND COLLABORATION WIRE
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BRAND COLLABORATIONS
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BRAND COLLABORATIONS
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Hattie Stewart's official project archive identifies collaborations with Marc Jacobs and partners in the JOY capsule, plus a 2026 National Lottery 30th Anniversary Scratchcard Coin video made with Chrissie Abbott.
Hattie Stewart’s official commercial portfolio records multiple named collaborations, including a 2026 National Lottery 30th Anniversary Scratchcard Coin and 2025 Marc Jacobs JOY capsule work involving Gibson Guitars, Moleskine and V Magazine.
Abbott and Real Madrid work together on sports-science research, events and nutritional and scientific support for the club’s teams.
The 2026 edition includes the Allwyn Marathon Expo and Allwyn 10km and Universities Night Run, Telekom 5km and children's race, plus the event's Abbott World Marathon Majors collaboration.
The 2026 Expo program features named collaborative sessions and services involving Peloton, Maurten, Abbott, CookUnity, and Medela.
Abbott and the Big Ten partner on the We Give Blood competition, encouraging students, alumni and fans to donate blood while competing for a health-focused grant for the winning university.
Abbott and Real Madrid collaborate through the Abbott-Real Madrid Innovation Lab on sports-health research, nutrition and athlete performance. Abbott also works with the Real Madrid Foundation on malnutrition screening, education and nutrition support.
Sanlam Cape Town Marathon has been confirmed as the first Abbott World Marathon Major on African soil and will become the eighth member of AbbottWMM in 2027.
Shanghai Marathon is undergoing Abbott World Marathon Majors’ multi-year candidate assessment.
Abbott's World Marathon Majors sponsorship explicitly includes the BMW BERLIN-MARATHON.
Athens Marathon The Authentic announced the start of its collaboration with Abbott World Marathon Majors as part of the Age Group World Rankings.
Abbott and Novo Nordisk collaborated to connect Novo Nordisk’s connected insulin pens with Abbott FreeStyle Libre digital-health tools, allowing compatible users and clinicians to view glucose and insulin data together.
Abbott’s FreeStyle Libre users can access Omada Health’s digital coaching platform, including expert chats, educational lessons and tailored action plans. The collaboration links Abbott’s glucose-monitoring technology with Omada’s wellness-support services.
Abbott is partnering with Damar Hamlin on HeartMates, a community program intended to support people with heart conditions and their loved ones through shared stories and emotional resources.