Kool-Aid Partners with Phenom Elite

Phenom Elite has announced a collaboration with Kraft Heinz’s beverage brand, Kool-Aid, on the launch of Quantum Speed Cleats and VPS4 Gloves. The partnership introduces two initial colorways inspired by the Sharkleberry Fin and Great Bluedini flavors.

The Quantum Speed Cleats in the SharkleBerry colorway feature a teal base color with pink designs and yellow accents, encapsulating the spirit of the popular Kool-Aid flavor. The Great Bluedini colorway showcases a royal blue base with light blue designs and volt-green accents.

The products mark Phenom Elite’s inaugural licensing collaboration with a consumer product food company, which was brokered by Kraft Heinz licensing agency, Brand Central. The launch represents a milestone for both Phenom Elite and Kraft Heinz, merging sports performance accessories.

“We are incredibly excited to team up with Kool-Aid to bring this unique collaboration to life,” says Nathan Dorton, chief executive officer, 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.”

“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, 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 and objectives to grow brand love for Kool-Aid and solidify Kool-Aid Man’s status as a cultural beloved icon.”