CHEEZ-IT® BRINGS ITS A-GAME TO THE BASKETBALL 'TUNNEL FIT' TREND WITH SNACK-INSPIRED PIECES

Rhea-AI Summary

Kellanova (NYSE:K) has announced a unique fashion collaboration called Cheez-Fitz, capitalizing on the growing 'Tunnel Fits' basketball trend. The company partnered with stylist Brittany Hampton to create a custom gender-neutral collection featuring basketball player Rickea Jackson.

The collection includes a windbreaker and pants with Cheez-It-inspired details, including cracker detailing, signature red coloring, and a special snack pocket. Fans can purchase the exclusive pieces during two drops on July 17 and July 24, 2025, at 12:00 PM ET through cheezit.com.

This marketing initiative aligns with Kellanova's strategy as a snacks-led powerhouse, with the company reporting $13 billion in net sales for 2024.

Positive

• Strategic marketing initiative capitalizing on trending 'Tunnel Fits' phenomenon (searches doubled in last 6 months)
• Partnership with professional athlete and renowned stylist enhances brand visibility
• Limited edition merchandise creates exclusivity and potential demand

Negative

• Limited revenue impact expected from small-scale merchandise release
• Temporary marketing campaign with no long-term business implications

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Introducing Cheez-Fitz, a custom tunnel walk outfit designed by stylist Brittany Hampton and worn by professional basketball player Rickea Jackson

CHICAGO, July 14, 2025 /PRNewswire/ -- When fashion hits the court, Cheez-It^® brings the fit(s). As the 'Tunnel Fits' phenomenon continues to rise in prominence with searches more than doubling in the last six months,¹ Cheez-It is adding its signature flair to this can't miss moment of game day with the most craveable style collaboration of the season - Cheez-Fitz - ensuring everyone's favorite snack is close for whenever the cravings strike.

The brand teamed up with stylist and fashion designer Brittany Hampton to create a game day look infused with bold, cheezy touches for rising basketball star Rickea Jackson, a player who is consistently turning heads with her standout style. Known for styling the stars of the game, Cheez-It tapped Hampton to bring her expertise to crafting a custom look that brings a whole new flavor to tunnel fashion and gives obsessed fans the opportunity to wear their love for Cheez-It to the court, literally.

"Designing the Cheez-Fitz collection was all about combining fun and flavor into each piece," said Hampton. "I wanted every detail of this design to not only pay homage to my signature streetwear design style but reflect the iconic status of Cheez-It. From the colors to the scalloped edges and, of course, a place to stash your favorite cheesy snack, the result is a look that is both authentic and exudes confidence."

The gender-neutral collection consisting of a windbreaker and pants brings an irresistible twist to an iconic pre and post-game look, including Cheez-It inspired details like cracker detailing, Cheez-It red and a protective pocket to crunch-proof your fit for your favorite snack, keeping them close for whenever the cravings strike.

"I loved collaborating with Cheez-It and Brittany Hampton on a design that captured the blend of sport, style and my favorite snack. There's no better way to get hyped before a game than by having Cheez-It crackers within arm's reach," said Jackson. "Expressing my personal style is important to me, whether it's in the tunnel, in the stands, or on the road. I'm obsessed with the look and can't wait to see how fans rock these Cheez-Fitz pieces in their own unique way."

Fans can show their style obsession with a Cheez-Fitz piece of their own. With two chances to shop the drops – Thursday, July 17 and Thursday, July 24 at 12:00 PM ET – fans can visit cheezit.com for a chance to buy one of the exclusive Cheez-Fitz pieces before they're gone.

"Cheez-Fitz gives our obsessed fans the opportunity to showcase their love for Cheez-It crackers to the court, literally," said Cara Tragseiler, Senior Brand Director for Cheez-It. "By combining Brittany Hampton's visionary designs with inspiration from the irresistible taste of Cheez-It crackers, we've created more than just apparel — it's a fearless expression of fandom and style."

Stay in the know and see how Cheez-It is showing up for basketball fans all season long with @CheezIt TikTok, Instagram and Facebook.

About Kellanova  
Kellanova (NYSE: K) is a leader in global snacking, international cereal and noodles, and North America frozen foods with a legacy stretching back more than 100 years. Powered by differentiated brands including Pringles^®, Cheez-It^®, Pop-Tarts^®, Kellogg's Rice Krispies Treats^®, RXBAR^®, Eggo^®, MorningStar Farms^®, Special K^®, Coco Pops^®, and more, Kellanova's vision is to become the world's best-performing snacks-led powerhouse, unleashing the full potential of our differentiated brands and our passionate people. Our net sales for 2024 were $13 billion. 

At Kellanova, our purpose is to create better days and ensure everyone has a seat at the table through our trusted food brands. We are committed to promoting sustainable and equitable food access by tackling the crossroads of hunger, sustainability, wellbeing, and equity, diversity & inclusion. Our goal is to create Better Days for 4 billion people by the end of 2030 (from a 2015 baseline). For more detailed information about our commitments, our approach to achieving these goals, and methodology, please visit our website at https://www.kellanova.com. 

Kellanova Media Hotline
(269) 961-3799
media.hotline@kellanova.com

Weber Shandwick
Shae Feldman
(312) 988-2008
Sfeldman@webershandwick.com

¹ Google Search Trends

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SOURCE Kellanova

FAQ

When can fans buy the Cheez-Fitz collection from Kellanova (NYSE:K)?

Fans can purchase the Cheez-Fitz collection during two drops on July 17 and July 24, 2025, at 12:00 PM ET through cheezit.com.

What is included in the Kellanova Cheez-Fitz collection?

The collection includes a gender-neutral windbreaker and pants featuring Cheez-It inspired details, cracker detailing, signature red coloring, and a protective pocket for snacks.

Who designed the Cheez-Fitz collection for Kellanova?

The collection was designed by stylist and fashion designer Brittany Hampton in collaboration with basketball player Rickea Jackson.

What were Kellanova's (NYSE:K) net sales in 2024?

Kellanova reported net sales of $13 billion for 2024.

How has the 'Tunnel Fits' trend grown in popularity?

According to the press release, searches for 'Tunnel Fits' have more than doubled in the last six months.