Energy gel pioneer 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’. The new product is ‘inspired by HOKA ONE ONE’s new Clifton 4 shoe and its Sweetest Cushion character.’
Available at GUEnergy.com and local running retailers, from 6 July 2017, 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 flavour 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 flavour 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.”
The Toasted Marshmallow Energy Gel, box of 24 has an MSRP of US$36. The addition of Toasted Marshmallow Energy Gel makes 27 flavours in the GU Energy Labs’ gel line-up.
The new 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 aim to provide an optimal level of sodium to ensure hydration, while branched-chain amino acids reduce mental fatigue and decrease muscle damage.
The HOKA ONE ONE Clifton 4 running shoe has an MSRP of US$130. The Clifton 4 is billed as being ‘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 reportedly has a smoother ride than ever. HOKA ONE ONE adds that it takes new additions to the award-winning Clifton family seriously, and believes the Clifton 4 is the best version yet.