Ground Up, The Hershey Company Announce PartnershipGround Up, The Hershey Company Announce Partnership
Hershey-themed footwear collection will launch in 2026.
January 23, 2025

Ground Up International, known for its licensed footwear, has announced an upcoming partnership with The Hershey Company to bring candy brands such as Hershey’s Kisses, Reese’s, Twizzlers and Jolly Rancher into the fashion world. The collaboration seeks to blend Hershey’s signature branding with creative footwear designs.
The Hershey-themed footwear collection, set to debut in spring 2026, will feature interactive elements and use Hershey’s recognizable color palette. This new venture marks Ground Up’s expansion into the food licensing sector following its success with entertainment brands.
The deal was brokered by The Hershey Company’s licensing agent, Brand Activation Consulting.
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