Snickers and adidas Launch Limited-Edition Football Cleats With Matching Collectible Candy Bars
Snickers and adidas are teaming up for their first football collaboration, pairing a limited-edition pair of adidas cleats with specially branded Snickers bars and a Halloween-inspired design. The centerpiece of the collaboration is a Snickers edition of the adidas ADIZERO ELECTRIC + II football cleat, which combines the candy brand’s familiar chocolate-brown color with adidas performance technology. The limited-edition cleats will be released October 10 in the United States for $180 and will be sold exclusively through adidas in limited quantities.
The design includes a hidden Halloween element inside the shoe. A bright green insole provides a contrast to the brown exterior, while a Snickers lace charm adds another piece of branding to the collaboration. The shoes use a synthetic and textile upper, lace closure and lightweight construction designed for speed and agility on the field.
Snickers and adidas are extending the collaboration beyond footwear with limited-edition Snickers x adidas candy bars. Beginning September 29 and continuing through October 13, fans can enter a sweepstakes through Snickers for a chance to receive the special bars. The promotion also includes a hidden supply of Snickers Ghoulish Green bars, tying the candy portion of the release back to the green Halloween detailing inside the cleats.
“SNICKERS has always found unexpected ways to satisfy fans on and off the field, and this partnership with adidas brings that spirit to the football field like never before,” said Maria Urista, Vice President of Chocolate Marketing, Mars Snacking. “Creating our first-ever SNICKERS x adidas football cleat and matching bars, we continue to give fans new ways to celebrate both the Halloween and football seasons.”
NFL rookie Carnell Tate is also part of the campaign. Snickers and adidas say Tate will help bring the collaboration to life with a game-day surprise on October 11. From October 12 through October 16, consumers will also be able to visit Snickers on Instagram and enter for a chance to win a one-of-a-kind prize inspired by the partnership.
For collectors of unusual brand collaborations, the release offers two very different pieces to chase. The $180 ADIZERO ELECTRIC + II cleats are being produced in limited quantities, while the matching Snickers x adidas bars are being distributed through a limited-time sweepstakes rather than a conventional retail release.
The Snickers x adidas ADIZERO ELECTRIC + II launches October 10 exclusively through adidas in the United States, while entries for the limited-edition candy bars are open through October 13.