# \#erewhon

**URL:** https://www.brandpopup.com/tag/erewhon/40.md

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## [On x Erewhon Shows Why Your Next Brand Partner Might Be Outside Your Category](https://www.brandpopup.com/t/on-x-erewhon-shows-why-your-next-brand-partner-might-be-outside-your-category/56)

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**Author:** [@John](https://www.brandpopup.com/u/John)\
**Replies:** 0\
**Last updated:** [October 13, 2026, 4:42am UTC](https://www.brandpopup.com/t/on-x-erewhon-shows-why-your-next-brand-partner-might-be-outside-your-category/56 "2026-10-13T04:42:08Z")

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We didn’t see On x Erewhon coming. Once we did, it made sense. A running shoe company and a premium grocery store might sound like an unexpected pairing. But think about the customer’s Saturday morning: a run, something…

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## [What Does an Erewhon Smoothie Collaboration Actually Do for a Brand?](https://www.brandpopup.com/t/what-does-an-erewhon-smoothie-collaboration-actually-do-for-a-brand/38)

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**Author:** [@John](https://www.brandpopup.com/u/John)\
**Replies:** 0\
**Last updated:** [October 11, 2026, 4:47pm UTC](https://www.brandpopup.com/t/what-does-an-erewhon-smoothie-collaboration-actually-do-for-a-brand/38 "2026-10-11T16:47:38Z")

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A featured ingredient can turn a celebrity drink into a product introduction. Proving that shoppers come back is harder. The celebrity gets the name on the smoothie. The ingredient brand gets a more practical opportunit…