Allison Watkinson
TLL Reporter
The next time you see the Kool-Aid Man smashing through a wall, he’s likely to be shredding the gnar in some rad DGK gear.
DGK is a street skateboard and apparel brand that is dead centre in the skateboarding culture, and has announced a collaboration with Kraft-Heinz’s Kool-Aid brand.
“DGK is proud to roll with KOOL-AID brand as DGK introduces a collection that will have the streets drippin’ with flavor for the Fall 2022 season,” the company said.
The deal was brokered by Kraft Heinz’s licensing agency, Brand Central, which says the Kool-Aid Man is committed to the skateboarding culture, and will be mixing it up with the DGK crew with a new range of boards, apparel and accessories.
“His flavor is put on full display as he bursts into neighborhoods with his DGK family, bringing a tongue-in-cheek attitude to everyone who comes along for the ride,” Brand Central said in a joint statement. “This iconic adventure will be one the kids won’t soon forget, cementing the Kool-Aid Man in the hearts and minds of anyone searching for unapologetic fun.”
Kool-Aid was a pioneer in what is now a massive sector within the wider beverage industry, and has been for almost a century.
In 1927, Edwin Perkins created the first Kool-Aid beverage powders aimed to provide a flavorful yet affordable drink for kids.
The groundbreaking drink exploded in popularity because of its taste, price, and the Kool-Aid Man’s adventures. Nearly 100 years later, the Kool-Aid brand is still a go-to favorite for kids and adults alike, and is a major brand within the Kraft-Heinz family.
DGK is, of course, a much younger brand, but one that is at the very heart of skateboarding culture. The company was founded in 2002 and was aimed at skateboarders from less advantaged backgrounds. The company quickly achieved street cred among skateboarding fans, and became a global brand in less than a decade.
The DGK & KOOL-AID Collection consists of a full range of Softgoods, Headwear & Skateboards featuring the Kool-Aid Man, and is now available in stores worldwide and Dgkallday.com.
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