GU Energy Labs and HOKA ONE ONE Collaborate on a Sweet New Flavor
June 23 2017 - 9:00AM
Business Wire
HOKA’s ultra-cushioned, ultra-lightweight
Clifton 4 takes flight with GU’s new Toasted Marshmallow Energy
Gel
GU Energy Labs and HOKA ONE ONE®, a division of Deckers Brands
(NYSE: DECK), have joined forces in a sweet collaboration to create
a Toasted Marshmallow Energy Gel that’s inspired by HOKA ONE ONE’s
new Clifton 4 shoe and its Sweetest Cushion character.
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Toasted Marshmallow GU (Photo: Business
Wire)
Available at GUEnergy.com and your local running retailer on
July 6th, the Toasted Marshmallow Energy Gel packaging features the
Sweetest Cushion character for a winning combo that delivers one
tasty ride.
“As a HOKA ONE ONE and GU athlete, I am thrilled to bring two
fun and innovative companies together to collaborate on this
exquisite flavor campaign,” said GU Vice President of Research,
Innovation, & Development Magda Boulet. “We relied on customer
feedback and a team of taste testers to perfect the recipe for
Toasted Marshmallow, and the smooth and delicious flavor we created
pairs perfectly with the smooth ride of the Clifton 4.”
“The Clifton 4 is amazingly cushioned and amazingly light, so we
like to tell this story through our Sweetest Cushion marshmallow
character, who embodies the same characteristics,” said Lee Cox,
Vice President of Sales and Marketing at HOKA ONE ONE. “That,
combined with GU employee Magda Boulet being one of our amazing
athletes, makes for a very natural collaboration.”
Toasted Marshmallow Energy Gel, box of 24 MSRP
$36.00Toasted Marshmallow Energy Gel packs a light sweetness and
energy-dense calories, perfect for those warm-weather activities
and daily training. It comes in a portable 100-calorie packet to
keep athletes light on their feet and flying past the
competition.
The new Toasted Marshmallow Energy Gel, like the rest of GU’s
line, provides carbohydrates that use non-competing pathways to
help maximize absorption and utilization while diminishing stomach
distress. GU Energy Gels provide an optimal level of sodium to
ensure hydration, while branched-chain amino acids reduce mental
fatigue and decrease muscle damage.
HOKA ONE ONE Clifton 4, MSRP $130As you’d expect from
HOKA ONE ONE’s award-winning Clifton lineage, the Clifton 4 is
light, cushy, and very, very fast. At its core is HOKA ONE ONE’s
famed midsole geometry, which has been given an upgraded foam
package to ensure consistent cushioning through the life of the
shoe. Combined with an even more forgiving and adaptive forefoot,
it has a smoother ride than ever. HOKA ONE ONE takes new additions
to the award-winning Clifton family seriously, and believes the
Clifton 4 is the best version yet. To purchase, visit
hokaoneone.com or your local running retailer.
The addition of Toasted Marshmallow Energy Gel makes 27 flavors
in the GU Energy Labs’ gel lineup. For more information, or to
purchase these new products, visit www.GUEnergy.com or your local
running retailer. To learn how to incorporate these flavors into a
nutrition plan for a race or training session, visit
www.guenergy.com/nutrition-plan.
About GU Energy LabsGU Energy Labs strives to help
athletes to reach their highest potential with products that
deliver the right nutrients, in the right amounts, at the right
time. Developed in collaboration with Olympians and age groupers
alike, the GU nutrition matrix of Hydration, Energy and Recovery
products has helped countless athletes achieve their dreams since
its inception in 1993. Headquartered in Berkeley, GU Energy Labs
produces all of its Energy Gels onsite with just the right blend of
heart and science. Recommit to becoming your best athletic self,
learn more about GU products, and discover how nutrition planning
can help you get there at www.GUEnergy.com.
About HOKA ONE ONEHOKA ONE ONE® is the fastest growing
premium running shoe brand in the world. Two life-long runners
launched HOKA in 2009, after years spent handcrafting and shaping
lightweight shoes with extra-thick midsoles. Initially embraced by
ultrarunners because of their enhanced cushioning and inherent
stability, HOKA now offers shoes for all types of athletes who
enjoy the unique ride the shoes provide. For more information visit
www.hokaoneone.com or follow @hokaoneone #hokaoneone.
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version on businesswire.com: http://www.businesswire.com/news/home/20170623005098/en/
Lisa Mullen | Verde Brand Communications |
lisa@verdepr.comorAlex Kurt | HOKA ONE ONE |
alex.kurt@deckers.com
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