To celebrate its celebrity spokesperson willing the NBA's 2018 MVP award, Trolli has created a gummy candy version of James Harden's shoes called the Trolli x Harden Vol. 2 – SourStock Edition. While the tribute may be unusual, the edible kicks help to support a good cause.
Much of Trolli's marketing centers around NBA star James Harden, which is why the brand wanted to honor his recent MVP award. To do so, the brand created am exact replica of James Harden's shoes, made entirely out of gummy candy. Each shoes combines raspberry, strawberry, lemon, and blackberry gummy flavors, for a total weight of nearly 12 pounds.
For those interested in purchasing the gummy shoes, the sour sneaker are going for $2,677 per pair on Amazon.com -- a price that reflects the number of points Harden scored last season. All the proceeds from the sale will then go towards the star's charity, 3 The Harden Way.
Image Credit: <i> Trolli.</i>
Why This Trend Is Growing
- Celebrity-inspired Edible Merchandise
- Opportunities for creating unique and memorable brand experiences by offering edible merchandise such as candy replicas of celebrity items.
- Cause-related Marketing
- Incorporating a social cause into marketing initiatives and product offerings can increase brand loyalty and create a positive impact.
- Limited and Exclusive Product Offerings
- Creating exclusive, limited edition, and high-priced product offerings can drive interest and demand, especially among dedicated fans and collectors.
Industries Being Reshaped
- Food and Beverage
- Trends such as edible merchandise and cause-related marketing can be applied to food and beverage brands to create unique and memorable experiences and drive sales.
- Fashion and Apparel
- Collaborating with celebrities and offering exclusive limited edition items can be beneficial for fashion and apparel brands looking to differentiate themselves and create buzz.
- Sports and Entertainment
- Integrating unique product offerings and cause-related marketing into sports and entertainment brands can create engagement and drive awareness for social causes.
