Today has been 26 years in the making.

It’s finally Wednesday, Oct. 21, 2015, the day depicted as the “future” in 1985 film “Back to the Future Part II.” Starring a young Michael J. Fox along with Christopher Lloyd and Lea Thompson, the movie envisions a world filled with flying cars, hoverboards, and power-lacing Nike sneakers.

That might’ve not fully materialized, but the brands shown in the movie — and several that weren’t — are celebrating the day appropriately. Topsy tracked 65,000 tweets using the hashtag, #BackToTheFutureDay, from fans and brands.

Here’s what brands are doing for #BackToTheFutureDay:

USA Today
Featured prominently in the film, the newspaper changed its website’s logo and tomorrow (the actual date on the newspaper in the movie), it’s sending out a collector’s edition wrapped around the real version to subscribers.

Lyft Although “Back to the Future” didn’t predict ride-hailing service, the app is offering free DeLorean rides in New York City today. Good luck getting one!  

Pepsi
Pepsi is selling 6,500 bottles of “Pepsi Perfect” for $20.15 to rip people off to commemorate the year.

AT&T Perhaps because Skype or Google Hangouts has replaced AT&T’s video conferencing abilities, the brand sent out a tweet about a car instead.

Nike
The shoe company hasn’t officially revealed what they’re doing today, but hinted at something big. Rumor has it that it’s a pair of power-lacing shoes from the movie.

Universal Pictures If the incessant promotions on its cable networks weren’t a hint, the film’s distributor released a video clip from actor Christopher Lloyd “just for you!”

7-Eleven
The convenience store changed its logo to the one seen in the movie.

Then there are these brands that weren’t in the film that just couldn’t let a popular hashtag go:

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