Austin, Texas -based Nutrabolt, owner of the C4 brand, and the WWE announced an expansion to its multi-year partnership with the launch of its first-ever co-branded product collaboration: WWE-inspired flavors of C4 Ultimate Pre-Workout Powder and C4 Ultimate Energy Drink.
The products will be available exclusively at GNC ahead of WWE SummerSlam in Detroit on Aug. 5.
Allowing consumers to unleash their ultimate undisputed performance, the C4 Ultimate Energy x WWE collection will consist of five special edition flavors and each product label will feature design inspiration drawn from WWE Championship titles.
"C4 has been an outstanding partner and we are excited about the launch of our first collaborative retail activation and extending our sponsorship work together,” said Craig Stimmel, WWE senior vice president and head of global sales and partnerships, in a statement. “We believe the overlap between our audiences is strong and this multifaceted approach to our expanding partnership will unlock even more value for the WWE Universe."
Robert Zajac, chief marketing officer at Nutrabolt, added: "WWE fans have always been a huge crossover audience for C4, and we are pumped to step into the ring with WWE for our first ever co-branded product collaboration. This collaboration represents a natural expansion of our exciting partnership with WWE, one that we're confident will take fans' 'work hard, play hard, train hard' lifestyles to the next level.”
C4 Ultimate Energy Drink x WWE is the same supercharged formula with 300 mg of caffeine, but now available in two new flavors: Ruthless Raspberry and Berry Powerbomb. Without sugar or artificial colors, the new co-branded beverage will allow fans to work hard and play hard without ever missing a beat, the company says.
The new C4 Ultimate Pre-Workout Powder x WWE features an entirely new "ultimate heavyweight" formulation including 300 mg of caffeine to unleash next-level energy for next-level workouts, it says. Available in three new flavors — Pomegranate PileDriver, Bare Knuckle Blood Orange, and Nectarine Guava Knockout — the product features a combination of premium ingredients like CarnoSyn(R) beta-alanine for peak performance; Velox(R), CitraPeak(R), and citrulline nitrate for increased nitric oxide production to get muscle-splitting pumps; and Brainberry(R) and TeaCrine(R) to elevate focus for mind-muscle connection, it notes.
To celebrate the launch, C4 is debuting the "Not Safe For Work" creative campaign that explores the right (and wrong) ways to consume C4 Ultimate Energy. Utilizing its WWE brand ambassadors — the newly debuted Seth "Freakin" Rollins, along with Bianca Belair and Street Profits — the brand “supercharged the superstars” and unleashed them at the new WWE HQ to the dismay and delight of the heads-down staffers ahead of SummerSlam, the company says. The final creative lands a simple fact: “This 300mg energy main eventer is not meant to be wasted at the office desk,” it adds.
As the Official Energy Drink of SummerSlam, the new C4 Ultimate Energy x WWE co-branded drinks will be featured across the SummerSlam broadcast. Additionally, C4 and WWE will host a meet-and-greet on Friday, August 4 with WWE Superstars Seth Rollins and Rhea Ripley at the GNC at the Great Lakes Crossing Outlets in Detroit, allowing fans the opportunity to sample the batch of new C4 Ultimate Energy drinks ahead of SummerSlam at Ford Field. C4 also is upping the ante by surprising the 36th person in each line with a pair of tickets to SummerSlam, it says.
The new C4 Ultimate x WWE products are available exclusively at GNC stores nationwide, online at GNC.com, and on cellucor.com.
