GU Energy Labs and HOKA ONE ONE Collaborate on a Sweet New Flavor

HOKA’s ultra-cushioned, ultra-lightweight Clifton 4 takes flight with GU’s new Toasted Marshmallow Energy Gel

Toasted Marshmallow GU (Photo: Business Wire)

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GOLETA, Calif.--()--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.

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 $36.00
Toasted 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 $130
As 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 Labs
GU 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 ONE
HOKA 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.

Contacts

Lisa Mullen | Verde Brand Communications | lisa@verdepr.com
or
Alex Kurt | HOKA ONE ONE | alex.kurt@deckers.com

Release Summary

HOKA ONE ONE and GU partner to release a new Toasted Marshmallow flavor.

Contacts

Lisa Mullen | Verde Brand Communications | lisa@verdepr.com
or
Alex Kurt | HOKA ONE ONE | alex.kurt@deckers.com