CHEEZ-IT® BRINGS ITS A-GAME TO THE BASKETBALL 'TUNNEL FIT' TREND WITH SNACK-INSPIRED PIECES
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.
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1 Google Search Trends
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SOURCE Kellanova