Truth is...Brands Should Be Looking At Tate McRae
Tate McRae’s rise to fame is nothing short of captivating. From her breakout moment on FOX's So You Think You Can Dance to becoming a young music star on the rise, Tate's an prime example of "if you can dream it you can do it".
Having released her third studio album So Close to What, Tate McRae is quickly becoming the new "IT girl" of the entertainment world, and it's not hard to see why. With her blend of talent and style, she’s captivated millions of fans worldwide. As she takes the spotlight, she has caught the attention of some major brands. In this article, Hollywood Branded discusses Tate McRae and the brands she has partnered with.
.png?width=500&height=281&name=top%20white%20rectangle%20%20with%20black%20link%20(5).png)
Who is Tate McRae?
No stranger to the stage, Tate McRae originally started making a name for herself as a standout competitor on So You Think You Can Dance: The Next Generation in 2016.
Photo: Tate McRae Updates
While on the show, she placed third, but she continued to pursue her passion for music, sharing songs she wrote on YouTube.
Photo: Tate McRae
In the ensuing eight years, Tate, now 21, has a massive following, amassing over 23.5 million followers across X (formerly Twitter), Instagram, Facebook, and You, and TikTok!
Tate is quickly becoming one of the most talked-about young stars. Her music, which mixes raw emotion with relatable lyrics, impressive dance background, and ability to connect with her millions of fans on social media have contributed to this.
As she continues to release new music, her audience is rapidly expanding, particularly among Gen Z, who gravitate towards her authentic persona. This growing fanbase is a testament to her ability to speak to the experiences of her generation, making her an influential voice that resonates with young people everywhere.
For brands looking to connect with female young adults (a key target demographic), Tate is becoming a go-to figure, with her authentic presence and relatability making her an ideal brand partner.
Neutrogena
It's typically easier to organically integrate skin care products in productions whether it be a movie, series, or music video. The challenge these brands face is knowing when to stand out and when to be more subtle with their on-screen moments.
A veteran in the game of marketing to young adult women, a key target of theirs, Neutrogena has celebrity partnerships and integrations pretty well mastered.
Photo: Tate McRae 'Revolving Door' | RCA Records | VEVO
Recently Neutrogena officially announced Tate McRae as one of their global brand ambassadors.
Photo: Tate McRae
As part of this wide-scale partnership Neutrogena and Tate have been quite busy. From music video integrations to an album release concert to creating video content for socials, Neutrogena has kicked off its "Beauty to a Science" campaign showcasing the brand's 90 year legacy of work within the skin care space.
Photo: Neutrogena
Photos: @TateMcRae via TikTok Livestream
Photo: @TateMcRae via TikTok Livestream
Photo: Neutrogena
No doubt a multi-million dollar partnership, brands can still look at how Neutrogena has begun to roll out this global campaign and see how they can tweak it to fit their budget and goals.
Essentia
Another brand that has partnered with Tate McRae, for what is certainly now a multi-year partnership, is Essentia Water.
Owned by Nestlé USA and another major player in the consumer packaged goods space, Essentia Water has partnered with Tate since the beginning of their "Stop for Nothing" campaign in 2021.
Photo: Essentia Water
The active campaign is all about maintaining resilience and focus on achieving your goals taking on your own personal approach.
Photo: Essentia Water
Photo: Tate McRae
As part of their partnership, Essentia also supported Tate on her previous tours during 2022, 2023, 2024 and were seen in some of Tate's Instagram posts!
Photo: @TateMcRae on Instagram
Photo: Tate McRae
Investing in Tate as a rising star, Essentia continued their partnership with her as they launched their flavored water line, Essentia Hydroboost.
Photo: Tate McRae
Photo: Essentia Water
Outside of these two specific campaigns, Essentia water hasn't forgotten about her fans. To engage with Tate's fans (aka Tater Tots) Essentia hosted a giveaway when she did her Think Later tour last year.
Photo: Essentia Water
Essentia is a prime example of how brands can work with rising talent.
Photos: @TateMcRae via TikTok Livestream
As Tate amasses more fans Essentia is able to say that they have been with her from pretty much the start of her professional music career. Their longstanding partnership with her sends the message to potential and current consumers (in this case fans) that they are true to their mission in supporting people who persevere in working to achieve their goals in what they're passionate about.
Adidas
To add to the group of brands Tate is working with, Adidas has re-joined the mix!
Adidas is a globally recognized brand known for its innovative approach to sportswear, footwear, and lifestyle products. With a legacy of creating high-performance products that seamlessly blend style and function, Adidas has become a go-to brand for athletes and fashion enthusiasts alike.
With her start as a competitive dancer and having since transitioned into a music artist who continues to incorporate dance into her live performances, Adidas's partnership with Tate McRae is a natural fit.
Photo: Adidas
During 2024, Adidas and Tate first partnered for their Z.N.E (zero negative energy) sportswear collection and campaign.
Photo: Adidas
Photo: Tate McRae
Tate's collaboration with Adidas didn't stop there!
Recently, Adidas announced the release of their Lightblaze shoes aligned with Tate.
Designed for versatility and comfort, the Lightblaze matches Tate's her signature sporty style and energy.
Photo: Tate McRae
Known for her ability to blend music with movement, Tate embodies the essence of Adidas’s sleek and adaptable sneakers, making them a perfect match for her onstage presence and everyday life.
With her connection with Gen Z-ers, Tate's partnership with Adidas highlights the brand’s ability to speak directly to younger consumers who are always on the move.
Photo: Tate McRae
This collaboration not only elevates her influence in the fashion world but also encourages her fans to express themselves confidently through their style choices.
Takeaways For Brands
Regardless of the partner category, Tate’s partnerships are marked by authenticity, self-improvement, and empowerment.
Photo: Matt Winkelmeyer | ABA | Getty Images
Tate McRae’s brand collaborations offer more than just promotional content, they’re a reflection of her values and her ability to resonate with a diverse audience.
Whether she’s advocating for clear skin with Neutrogena, promoting hydration with Essentia Water, or embodying style and movement with Adidas, Tate remains grounded in who she is.
Photo: Neutrogena
Photo: Essentia Water
Photo: Adidas
As her career continues to flourish, it’s clear that she’s not just a musical talent, but a brand ambassador who can bridge the gap between entertainment and authenticity in ways that truly matter to her audience.
Brands should keep in mind as they they look for celebrity partners to partner someone who truly emulates and lives their shared values. By looking at what Essentia, Neutrogena, and Adidas have done with Tate McRae, brands can see what's successful and how they can implement these activations for their own initiatives.
Eager To Learn More?
Don't miss out on more insights and latest news! Check out our other articles where we dive deeper into productions, influencers, partnerships, and activations that are shaping the world of entertainment, fashion, and beyond!
- The Marketing Behind Billie Eilish's New Album
- Reneé Rapp Brand Partnerships
- How Music Partnerships Bring New Life to Seasonal Campaigns
- The Art of Product Placement in the World of Music
- The Power of Music Video Integration
Want to stay in the know with all things pop culture? Look no further than our Hot in Hollywood newsletter! Each week, we compile a list of the most talked-about moments in the entertainment industry, all for you to enjoy!
