Stiller’s Soda Teams with Katz’s Deli
Stiller’s Soda is leaning further into its New York roots through a new partnership with Katz’s Delicatessen, bringing the better-for-you soda brand to the beloved Lower East Side restaurant.
The deal marks the first time in decades that Katz’s has added a new soda to its menu and introduces the deli’s first-ever Shirley Temple.
The partnership comes roughly one year after Stiller’s debuted in New York City, with a positioning focused on updating familiar soda flavors for modern consumers. Co-founded by actor Ben Stiller and entrepreneur Alex Doman, the brand launched with Root Beer, Lemon Lime and Shirley Temple, each containing 30 calories and 7 grams of sugar per 12 oz. can, along with Vitamins D, B12 and C.
Unlike some other entrants in the modern soda set, Stiller’s has forgone prebiotics and other functional ingredients in favor of emphasizing lower sugar, flavor and nostalgia.
At Katz’s, Stiller’s will bring that nostalgia-focused strategy into foodservice. For Stiller’s, the collaboration also provides a hometown showcase as it works to build the brand beyond its initial launch.
“Katz’s is a New York institution and part of the fabric of the city,” said Dolman in a statement, adding that seeing the brand alongside the deli’s signature pastrami and corned beef represents “a pretty incredible moment for us.”
The companies are supporting the launch with a social campaign featuring Stiller and digital creator New York Niro. Playing off the partnership’s New York identity, the video features Stiller mistakenly believing he has arrived at Katz’s to film “Cats” the musical.
Electrolit Signs Jack Downer
Rapid hydration brand Electrolit is expanding its athlete roster into the growing world of street football, signing creator and Panna competitor Jack Downer, better known as Street Panna. The partnership gives the brand a foothold in Panna, a fast-paced, one-on-one format in which players compete in a confined space.
Downer has built an audience of millions around street football content that highlights the sport’s skill, creativity and unpredictability, while also establishing competitive credentials with two top finishes at the Superball Panna World Championships. The deal positions Electrolit at the intersection of athletics and creator culture as Panna attracts a wider audience.
Poppi Gets Game Day Ready with Dallas Cowboys Cheerleaders
Poppi is bringing its prebiotic soda lineup to AT&T Stadium through a multi-year sponsorship agreement with the Dallas Cowboys that includes pouring rights at the team’s home venue. The partnership gives the modern soda maker a new point of visibility with NFL fans both inside the stadium and through the Cowboys’ broader cultural reach.
To introduce the partnership, Poppi tapped the Dallas Cowboys Cheerleaders for a social campaign built around their game-day beauty routine. Four DCC members are shown using Poppi cans as hair rollers before taking a sip of the brand’s Strawberry Lemon flavor and transforming into their signature uniforms.
Celsius Named Global Energy Drink Partner of ATHX Games
Celsius has signed on as the Global Energy Drink Partner of ATHX Games, a hybrid fitness competition testing strength, endurance and conditioning. The deal will debut on Sept. 26 at Strong New York, where the brand is the title sponsor, before moving on to ATHX events in Miami, Houston and Los Angeles this fall.
The partnership will include sampling, giveaways, on-course branding and a dedicated booth.
“As fitness culture continues to extend beyond the traditional gym, Celsius is focused on showing up where active communities train, compete and connect,” said chief brand officer Kyle Watson in a press release.
The deal comes as ATHX prepares for a broader global expansion, with more than 40 events across more than 18 countries planned for 2027.