By Allison Watkinson
TLL Reporter
Sports apparel innovator Phenom Elite is collaborating with the Kool-Aid beverage brand on the launch of Quantum Speed Cleats and VPS4 Gloves.
Phenom Elite and Kool-Aid brand owner Kraft Heinz say the partnership is kicking off with two initial colorways, both inspired by Kool-Aid flavors ‘Sharkleberry Fin’ and ‘Great Bluedini’.
The Quantum Speed Cleats in the SharkleBerry colorway feature a vibrant teal base color with playful pink designs and energetic yellow accents, while the Great Bluedini colorway showcases a regal royal blue base with cool light blue designs and striking volt green accents, paying homage to another Kool-Aid classic.
Set to hit the market in March, these innovative products mark Phenom Elite’s inaugural licensing collaboration with a consumer product food company, which was brokered by Kraft Heinz licensing agency Brand Central. This launch represents a significant milestone for both Phenom Elite and Kraft Heinz, the partners say, merging sports performance accessories with nostalgic fun.
“We are incredibly excited to team up with Kool-Aid to bring this unique collaboration to life,” said Nathan Dorton, CEO at Phenom Elite. “These Quantum Speed Cleats and VPS4 Gloves not only showcase the high-quality engineering and performance that Phenom Elite is known for but also capture the essence of Kool-Aid’s iconic flavors in a visually stunning and innovative way.”
The collaboration underscores Phenom Elite’s commitment to disrupting the sporting goods industry by infusing creativity and fun into their products. With a focus on wacky designs, unparalleled quality, and a dedication to standing out from the crowd, Phenom Elite continues to push the boundaries of sports apparel innovation.
Charter Foster, Manager, Growth – Licensing at The Kraft Heinz Company, says that sense of innovation and fun is what drew the company to work with Phenom Elite on the project.
“Kool-Aid is just one of many brands in our portfolio that have high consumer awareness and strong equities that translate well to licensed products,” says Charter Foster, Manager, Growth – Licensing at The Kraft Heinz Company. “In partnership with Phenom Elite, we’re excited to offer a unique product line that stays true to the brand ethos and delivers unapologetic fun while paying homage to Kool-Aid’s rich history and the colorful, bold flavors we all know and love.
“Strategically, this collaboration was a great fit as it aligned well with our licensing goals & objectives to grow brand love for Kool-Aid and solidify Kool-Aid Man’s status as a cultural beloved icon.”
You can learn more about Phenom Elite at their site, www.phenomelitebrand.com.
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