Gopuff Expands Athlete-Led Brand Strategy with Cole Palmer’s COLE’D…

Event summary

Gopuff has launched COLE’D, a premium ice product line in partnership with football star Cole Palmer.
The line includes three products: electrolyte-enhanced pebble ice ($4.99), craft ice spheres ($5.99), and traditional ice cubes ($3.49).
COLE’D is available exclusively on Gopuff’s platform in the U.S. and U.K., marking Palmer’s first hands-on product development venture.
The partnership follows Gopuff’s previous athlete-led brand successes, such as Tom Brady’s Good Nut and GOAT Gummies.

The big picture

Gopuff’s partnership with Cole Palmer reinforces its strategy of leveraging athlete-driven brands to drive product innovation in the instant commerce space. This move aligns with broader trends where retailers collaborate with influencers to create exclusive, high-margin offerings that enhance customer loyalty. The success of COLE’D could set a precedent for future athlete-branded products in the grocery and convenience sectors.

What we're watching

Athlete Branding Strategy: How Gopuff’s continued partnerships with high-profile athletes will impact its brand differentiation and customer engagement.
Product Innovation: Whether COLE’D can drive meaningful category disruption in the under-innovated ice product market.
Market Expansion: The pace at which Gopuff scales athlete-led brands beyond its current U.S. and U.K. footprint.