GU Energy, HOKA ONE ONE Collaborate on New Flavor

GU Energy Labs and HOKA ONE ONE, a division of Deckers Brands, 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. Available at and local running retailers on July 6, the Toasted Marshmallow Energy Gel packaging features the “Sweetest Cushion” character for a winning combo that delivers one tasty ride, said the companies.

“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.”

READ ALSO:   IPO Plans Iced at Yeti

“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.”


Leave a Reply