Publishing date: Sep, 22, 2021
Travis Scott has become the king of collaborations with his brand Cactus Jack dabbling in everything from beauty and cereal to high fashion and cannabis. His cross-industry promotion keeps him top of mind because if you’re not talking about his latest album then you’re resharing his Instagram post teasing a new pair of Jordans or plotting how to try his seltzer. Every time he announces a collab he’s either entering a new industry or doing something his peers have yet to do. “Duality! Versatility! Range!” Is what his merch resume is screaming at me when I try to count all the various Scott-endorsed products throughout the years. What coffee does he drink and can I have some? Because I can barely handle working in one industry, never mind five. The multi-hyphenate has a knack for making even the most random collaborations seem on-brand with his signature Cactus Jack aesthetic that’s cohesive no matter what product he leaves his stamp on. As Scott gears up for his next studio album Utopia, he announced a partnership with production company A24 to produce a film called Utopia and you already know there’s more where that came from. Until more Utopia news is announced, step into Scott’s merch multiverse with a round-up of his collaborations in recent years—it’s lit.
A24 (2021)
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Add film production to Scott’s resume because he recently announced Catus Jack Films is partnering with A24 to produce multiple movies. Not many details were released but the first film from the collaboration is titled Utopia and will coincide with Scott’s upcoming album. Considering Scott built an entire theme park for his Astroworld tour, I can’t wait to see what he comes up with for a film that doesn’t have the same physical restrictions.
Dior (2021)
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After appearing as the face of the Dior x AJ1 campaign in 2020, it came as no surprise that Scott’s own label would team up with Dior for a collaboration. Scott’s never been the type to hype up his collaborations before they drop, he prefers to quietly release them and then watch the madness ensue as fans try to get their hands on his co-branded project. His Dior collaboration remained hush-hush until Paris Men’s Fashion Week when it was revealed that the Dior S/S 22 show was unveiling the collection between Cactus Jack and Dior. Fusing the immaculate tailoring that Dior is known for with Scott’s desert-themed label and personal style, the collection had tracksuit pants mixed with blazers and the Dior logo written in Scott’s handwritten font. Even when it comes to fashion La Flame brings the rage, fans were seen swarming the outside of the show trying to get a peak.
Cactus Farms Cannabis (2021)
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From ingestion to inhalation, Scott is launching his own cannabis line called Cactus Farms in partnership with Connected Cannabis. This is his first venture into the marijuana market but the brand already has its own Instagram and is available in select states like California and Arizona. The hybrid strain is apparently personally selected by Scott and is indica dominant featuring a purple bud with a pungent aroma and unique berry twist. I’m imagining Scott fans everywhere lighting up while “Highest In The Room” plays in the background.
Cactus Jack Seltzer (2021)
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You’ve already eaten a Travis Scott meal, obviously, you need a Travis Scott drink. Not taking the traditional celebrity route of hard liquor, Scott partnered with Anheuser-Busch to bring his spiked “Cacti” seltzers to life. Claiming to have an “out-of-this” world flavor that fit the theme of his Astroworld album at the time, the seltzer is available in pineapple, lime, and strawberry. The drink also features blue agave and has 7% alcohol.
Byredo (2020)
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Scott’s first beauty collaboration was with the luxury fragrance brand Byredo featuring an out-of-this-world Eau de Parfum and candle. Called “Travx Space Rage” the collab aimed to capture the essence of space with notes of cosmic dust, a heart of starlight, supernova, and atmospheric vapor. I can’t help but LOL at these notes that are absolutely not real scents but on-point branding for an intergalactic themed fragrance that’s still luxury. Naturally, the collab and the restock sold out right away.
McDonald’s (2020)
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Before Saweetie and BTS, there was the Travis Scott meal that was the first celebrity collaboration McDonald’s had done since their 1992 collab with Michael Jordan. The collab was so popular McDonald’s locations ran out of ingredients. It’s not a stretch to say the success of the Scott-endorsed meal is what led the fast-food chain to do other music collaborations.
Fortnite (2020)
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Tapping into the video game market, Scott collaborated with Epic Games, the creator of the uber-popular game Fortnite. Together they created an “Astronomical” concert series for viewers to experience during the Fortnite game and to say it was a success would be an understatement. Over 27 million viewers attended the five-day event and each day Scott dropped merch inspired by the game as well as a single with Kid Cudi. Is there anything he can’t do?
Reese’s Puffs (2019)
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What do you want to see when you wake up in the morning? For a lot of people, it’s Travis Scott on their Reese’s Puffs because his collaboration with the cereal brand went viral when it was released. The taste of the cereal wasn’t different but Scott designed exclusive packaging for the collab and took inspiration from his Cactus Jack label. It was sold on his website as well as supermarkets for…wait for it…$50 USD. Not only did it sell out but you can find it on StockX with a disclaimer that it’s no longer fit for human consumption and yes people are still buying (for less than the original price).
Nike (2017)
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Arguably his most popular collaboration to date and it’s still ongoing, Scott first teamed up with Nike in 2017 for an Air Force 1 that was exclusively sold at ComplexCon the same year. He branched into Air Jordan sneakers in 2018 and the hype around his Jordans can only be explained by taking a look at their resell prices. When he released his dark mocha AJ1 sneaker in 2019 with the backward swoosh, I, along with many others, entered as many raffles as I could to try and get my hands on a pair and failed. The hype had sneakerheads everywhere going crazy and I’ve contemplated selling items in my closet to afford the $2500 resell price tag.
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