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Kool-Aid finds Quantum Speed with Sporting Goods Partner Phenom Elite

Kool-Aid finds Quantum Speed with Sporting Goods Partner Phenom Elite

Columbia, SC - Phenom Elite, a leading innovator in sports apparel, is thrilled to announce its collaboration with Kraft Heinz and it’s beloved beverage brand Kool-Aid, on the launch of Quantum Speed Cleats and VPS4 Gloves. This groundbreaking partnership introduces two initial colorways inspired by the iconic flavors, 'Sharkleberry Fin' and 'Great Bluedini'… OH YEAHHH!

The Quantum Speed Cleats in the SharkleBerry colorway feature a vibrant teal base color with playful pink designs and energetic yellow accents, perfectly encapsulating the spirit of the popular Kool-Aid flavor. 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 Kool-Aid Kraft Heinz, merging sports performance accessories with nostalgic fun in a way that has never been seen before.

"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."

“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.”

This 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.


Phenom Elite is a leading sports apparel brand dedicated to pushing the boundaries of innovation in athletic wear. With a focus on quality, performance, and standout design, Phenom Elite is redefining the game for athletes of all levels. For more information and updates, visit 


We are driving transformation at The Kraft Heinz Company (Nasdaq: KHC), inspired by our Purpose, Let’s Make Life Delicious. Consumers are at the center of everything we do. With 2022 net sales of approximately $26 billion, we are committed to growing our iconic and emerging food and beverage brands on a global scale. We leverage our scale and agility to unleash the full power of Kraft Heinz across a portfolio of six consumer-driven product platforms. As global citizens, we’re dedicated to making a sustainable, ethical impact while helping feed the world in healthy, responsible ways. Learn more about our journey by visiting or following us on LinkedIn. 


Brand Central LLC is a premiere global brand consultancy that provides comprehensive business solutions in the areas of brand extensions, trend intelligence, and manufacturer representation to some of the world’s most recognized brands, including Mars Wrigley, Kraft Hein and Mister Rogers Neighborhood – just to name a few. Their mission is to help clients unlock the full potential of their brands to enhance value while generating substantial revenue. For additional information please contact Ross Misher at 310.268.1231 or visit   


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