Last year, Google found that fashion labels were embracing pop culture through cross-collaborations ranked higher in search results than their solo counterparts. But Supreme and Louis Vuitton joining forces was just the beginning. Brands are starting to see the benefit of smart collaborations that bring together two, often unexpected brands to give core fans amazing brand experiences. In 2018 and beyond, we expect more brand partnerships created not just by savvy fashion labels, but by mainstream consumer products as well.

Adidas has created an unprecedented collaboration with public transport company Berliner Verkehrsbetriebe (BVG). The two companies have joined forces to provide free metro rides for a year to anyone who buys the limited edition EQT Support 93/Berlin sneaker. Inspired by Berlin’s subway seat aesthetic, the shoes even feature a faux train ticket on the tongue.

Levi’s standard denim trucker jacket has gotten a high-tech upgrade courtesy of Google’s Project Jacquard. Its Bluetooth enabled touch-sensitive fabric acts like the screen on your phone, so you can call a friend by simply touching the cuff of your jacket.