Ja Morant Propels Kool-Aid Nike’s $130 Sneakers

In a vibrant fusion of nostalgia and streetwear, Kool-Aid and Nike have unveiled the Nike x Kool-Aid Ja 2, a limited-edition sneaker collection celebrating NBA star Ja Morant’s childhood memories and the iconic beverage’s legacy. Announced on April 14, 2025, the collaboration marks Kool-Aid’s first foray into footwear and Nike’s latest play to blend pop culture with athletic performance.

The sneakers draw inspiration from Morant’s upbringing in South Carolina, where Kool-Aid was a staple at his grandmother’s house. “I remember my grandma always having some Kool-Aid in the fridge—it’s part of my special childhood memories,” Morant shared. The design features vibrant color gradients in Blue Raspberry, Cherry, Orange, and Lemon Lime, echoing the drink’s signature hues. Distinctive details like the Kool-Aid Man crashing through a wall, the iconic “Ohhh Yeah!” text, Ja Morant’s “12 AM” insignia, and glow-in-the-dark outsoles add unique flair. The collection will release in two waves: a May drop with fruity gradients, followed by a July release highlighting Kool-Aid’s iconic red, both available through Nike’s SNKRS app and select retailers.

To complement the launch, Kool-Aid introduced its first new product in five years: the Mix n’ Kicks Combo Pack, allowing fans to blend four classic flavors. The move taps into a viral TikTok trend (#KoolAidMixing), with 26 million videos. Select fans can also win custom dubraes (decorative shoe charms) and laces. “This collab lets fans mix their kicks and beverages,” said Kristina Hannant, Marketing Director at Kraft Heinz, Kool-Aid’s parent company. “Nike and Ja share our passion for creativity and culture.”

Strategic Context: Kraft Heinz’s Brand Reinvention

The partnership aligns with Kraft Heinz’s push to rejuvenate legacy brands through pop culture tie-ins. Recent launches include:

• JELL-O Plant-Based Chocolate Pudding (March 2025)
• Claussen “Just The Brine” limited edition (March 2025)
• Crystal Light Vodka Refreshers (February 2025)

These efforts follow Kraft Heinz’s $26 billion in 2024 net sales, driven by innovation in its beverage and snack divisions. This collaboration succeeds by tapping into several powerful cultural currents. Kool-Aid, approaching its 100th anniversary, leverages nostalgia and Gen Z’s affinity for retro brands, while Ja Morant’s rising NBA stardom and dynamic presence make him an ideal ambassador for the project. The partnership also rides the wave of sneaker collaborations, which generated $2.1 billion in 2024, and draws organic buzz from viral TikTok trends like #KoolAidMixing. The launch strategy further fuels excitement: fans can sign up for the first drop starting May 2, with sneakers releasing May 16 via the SNKRS app and select retailers, alongside contests and limited-edition flavor packs through KoolAid.com/MixnKicks.

By blending Morant’s personal story with Kool-Aid’s playful legacy, the Nike x Kool-Aid Ja 2 goes beyond a typical product release, celebrating creativity, nostalgia, and the cultural connections that unite sports, fashion, and everyday rituals—making it a standout for both sneaker enthusiasts and Kool-Aid fans.