Phenom Elite Expands SCHEELS Lineup with Iconic Cleats

FOR IMMEDIATE RELEASE

May 2025 – National – Following the success of its glove rollout last summer, Phenom Elite is leveling up once again — this time with cleats. The cutting-edge sportswear brand known for fusing performance with pop culture is proud to announce an expanded in-store presence at employee-owned All Sports retailer SCHEELS, now featuring its most in-demand football cleats at select locations nationwide.

The expanded assortment includes five bold and battle-ready designs that merge style, speed, and storytelling:

• Kool-Aid’s Quantum Speed 2.0 – Sharkleberry Finn
   A flavor-inspired, summer-ready design packed with speed and color.
  

• DC Comics Quantum Speed – The Flash
   Built for breakaway speed. Channel the fastest man alive every snap.
  
  

• DC Comics Velocity 2.0 – Batman
   Engineered for the fearless. A tribute to the Dark Knight’s relentless pursuit of greatness.
  

• Velocity 2.0 – Joker Edition
  Why so serious? Turn heads and break ankles with this twisted, villain-inspired design.
  
  

This latest product drop marks a new chapter in the growing partnership between Phenom Elite and SCHEELS, with the cleats joining a lineup of popular Phenom glove designs already in stores.

“We’re excited to expand our cleat offering in SCHEELS,” said Nathan Dorton, CEO of Phenom Elite. “Our mission has always been to disrupt the industry — in performance, in design, and in reach. This rollout brings that vision to life on an expanded scale and we are grateful for the partnership with SCHEELS.”

Athletes can expect the same innovation and disruption Phenom is known for — now on their feet. With designs that range from nostalgic to heroic to pure chaos, these cleats are ready to dominate the field and the shelves.

About SCHEELS: 

Three acres of potatoes were the seed for the first SCHEELS store in 1902. Frederick A. Scheel, a German immigrant, used the $300 he earned from that first harvest as the down payment on the first SCHEELS, a small hardware store in Sabin, Minn. Over the years, SCHEELS opened in surrounding communities including Fargo in 1930, where the Campus is located today. Customer interest grew and sports lines were added to the product mix. 

Today, SCHEELS is a 34-store operation with stores in 16 states including North Dakota, Iowa, Minnesota, South Dakota, Montana, Wisconsin, Nebraska, Nevada, Illinois, Utah, Kansas, Colorado, Texas, Arizona, Idaho, and Oklahoma. Currently, Steve D. Scheel, the great grandson of SCHEELS founder, is the company's Chairman Emeritus. Matt Hanson, CEO, Michelle Killoran, CFO, and Todd Anderson, President oversee SCHEELS daily operations of more than 13,000 associates.

About Phenom: 

In 2013, Phenom Elite began by reimagining the gloves used by collegiate athletes, inspired by firsthand insights from the field at Appalachian State University. Today, Phenom has grown into a leading force in the sports performance industry, disrupting the market with innovative designs and premium products. With licensing partnerships with iconic brands like Activision’s Call of Duty, SEGA’s Sonic the Hedgehog, Kraft Foods’ Kool-Aid, and Warner Media’s DC Comics, Phenom has established itself as a premier provider of athletic gear. Select Phenom products are now available at major retailers such as Dick's Sporting Goods, SCHEELS, and Dunham's Sports, further expanding the brand's reach and accessibility. From footwear and gloves to performance apparel, team uniforms, and accessories in multiple sports, Phenom continues to deliver cutting-edge solutions that elevate athletes and teams at every level of competition.