Cleats and gloves come in two initial colorways inspired by the Sharkleberry Fin and Great Bluedini flavors.

License Global

March 14, 2024

1 Min Read
The Quantum Speed Cleats in the Great Bluedini colorway, Kool-Aid, Phenom Elite
The Quantum Speed Cleats in the Great Bluedini colorwayKool-Aid, 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.”

About the Author(s)

License Global

License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.

Through its print edition, website, daily e-newsletter and event publications, License Global reaches more than 150,000 executives and professionals in all major markets. The magazine also serves as the official publication for the sector’s trade events, which include Licensing Expo, Brand Licensing Europe, Licensing Expo Japan, Licensing Expo Shanghai and the Licensing Leadership Summit.

Subscribe for updates directly into your inbox.




Subscribe and receive the latest news from the industry Article
Join 62,000+ members. Yes, it's completely free.

You May Also Like