C4 heads to the ring with WWE co-branded product collaboration

Nutrabolt, the parent company of the C4 brand, has joined forces with the WWE on a collection of co-branded products.

The flavors of the C4 Ultimate Pre-Workout Powder and C4 Ultimate Energy Drink will feature five special editions as well as product labeling that includes design inspiration from WWE Championship titles.

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“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. "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.”

C4 Ultimate Energy Drink x WWE comes in two new flavors — ruthless raspberry and berry powderbomb — and is made without sugar or artificial colors, the company said.

On the other hand, the C4 Ultimate Pre-Workout Powder x WWE line contains a new ultimate heavyweight formula with 300 mg of caffeine and comes in three flavors — pomegranate piledriver, bare knuckle blood orange and nectarine guava knockout. It also has such ingredients as CarnoSyn beta-alanine for performance; Veolx; CitraPeak; citrulline nitrate; Brainberry and TeaCrine.

[Read more: BodyArmor launches rapid rehydration beverage]

“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,” said Robert Zajac, chief marketing officer at Nutrabolt. “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. Just take it from Montez Ford, who said, ‘C4 and WWE go together like peanut butter and jelly’.”

Consumers can purchase the C4 Ultimate x WWE collection online and in-store exclusively at GNC.