WWE and C4 Expand Partnership, Launch Product Collaboration

WWE and Nutrabolt, owner of the C4 brand, have expanded their multi-year partnership by launching their first-ever co-branded product collaboration: WWE-inspired flavors of C4 Ultimate powder and C4 Ultimate Energy drink. The products will be available exclusively at GNC ahead of WWE's live event, SummerSlam, in Detroit on Saturday, August 5. 

The C4 Ultimate Energy x WWE collection will consist of five special-edition flavors, and each product label will feature design inspiration drawn from WWE Championship titles. 

"C4 has been an outstanding partner and we are excited about the launch of our first collaborative retail activation and extending our sponsorship work together," says Craig Stimmel, senior vice president, head, global sales and partnerships, WWE. "We believe the overlap between our audiences is strong and this multifaceted approach to our expanding partnership will unlock even more value for the WWE Universe."  

C4 Ultimate Energy drink x WWE is the same formula with 300mg of caffeine, now available in two new flavors, Ruthless Raspberry and Berry Powerbomb. 

The new C4 Ultimate pre-workout powder x WWE features a new "ultimate heavyweight" formulation, available in three new flavors – Pomegranate PileDriver, Bare Knuckle Blood Orange and Nectarine Guava Knockout. 

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"WWE fans have always been a huge crossover audience for C4, and we are pumped to step into the ring with WWE for our first ever co-branded product collaboration," says Robert Zajac, chief marketing officer, Nutrabolt. "This collaboration represents a natural expansion of our exciting partnership with WWE, one that we're confident will take fans' 'work hard, play hard, train hard' lifestyles to the next level. Just take it from Montez Ford, who said, 'C4 and WWE go together like peanut butter and jelly.'" 

The new C4 Ultimate x WWE products are available exclusively at GNC stores nationwide and online at GNC.com.