PHENOM ELITE AND SHOCK DOCTOR ANNOUNCE FOOTWEAR AND MOUTHGUARD COLLABORATION

The two brands will cross-sell cleats and mouthguards on their direct-to-consumer storefronts, starting with a Kool-Aid-inspired collaboration

LEXINGTON, S.C. — September 15, 2026 — Phenom Elite and Shock Doctor, two leaders in football performance gear, today announced a collaboration that brings their products together for shopping direct.

Through the collaboration, Shock Doctor will offer select Phenom Elite football cleats on its direct-to-consumer storefront, while Phenom Elite will offer Shock Doctor mouthguards on its own site. Both brands continue to operate independently, with the collaboration focused on cross-selling and co-merchandising complementary products online.

Rather than simply expanding product assortment, the two brands plan to merchandise footwear and mouthguards together in ways that make sense for athletes and consumers.

The first drop between the brands will center around Kool-Aid — a property currently licensed by both Phenom Elite and Shock Doctor — pairing select Kool-Aid-inspired Phenom Elite footwear with Shock Doctor mouthguards. This collaboration creates an opportunity for shared product storytelling, online merchandising and bundled offerings around a licensed property both brands know well.

“This is exactly the kind of collaboration we want to do as Phenom continues to grow,” said Nathan Dorton, Founder and CEO of Phenom Elite. “Shock Doctor is one of the most recognizable names in sports protection, and there is a natural connection between their mouthguards and our footwear. We both also happen to work with Kool-Aid, which gave us a really fun and authentic place to start.”

For Phenom Elite, the collaboration makes it easier to offer athletes a more complete kit while introducing its growing footwear line to Shock Doctor customers.

SHOP THE COLLECTION: https://phenomelitebrand.com/collections/kool-aid

For Shock Doctor, it is a chance to pair its mouthguards with Phenom Elite’s expanding lineup of football cleats in front of a football-focused audience.

“Athletes don’t just shop by brand — they shop for what they need to play,” said Eli Miller, Shock Doctor Brand Marketing Director. “Phenom Elite makes great footwear, and putting our mouthguards alongside their cleats on the same storefront is a simple way to make that easier. Starting with Kool-Aid made it fun, too.”

“We don’t believe every relationship in the sporting goods industry has to be competitive,” Dorton added. “There are brands that are exceptional at what they do, and when the products complement each other, there is a fun opportunity to build something together.”

The collaboration reflects a broader approach at Phenom Elite focused on creative partnerships, cross-merchandising and stronger connections between specialized sports brands.

ABOUT PHENOM ELITE

Phenom Elite is an athlete-driven sports performance brand specializing in football footwear, gloves, uniforms, mouthguards, accessories and equipment. Built around innovation, creativity and a challenger mentality, Phenom Elite develops products designed for athletes who want to perform differently and stand out while doing it.

ABOUT SHOCK DOCTOR

Shock Doctor is a leading sports protection brand known for performance mouthguards and protective equipment used by athletes across a wide range of sports.