It doesn’t get bigger than Super Bowl weekend when it comes to brand activations, and an unexpected food and beverage announcement had sneaker industry insiders buzzing in Las Vegas. Taco Bell and Beekeeper Coffee announced a limited edition Horchata Cold Brew Latte, and the partnership has Nike fingerprints all over it. Beekeeper, the upstart ready-to-drink iced coffee brand founded by Nike alumni, was featured in Taco Bell’s Live Más LIVE event, where their limited edition collaboration was announced.
The partnership was a meeting of minds between Nike veterans who know a thing or two about major collaborations and how to announce them. Taco Bell CEO Sean Tresvant spent 15 years at Nike and Jordan Brand, while Beekeeper Coffee Co-Founder David Creech worked for the Swoosh for two decades. Before coming together for a coffee collaboration, the two worked side by side on Jordan Brand initiatives when Tresvant served as Chief Marketing Officer and Creech was the Vice President of Design. This isn’t the first time Tresvant and Taco Bell have tapped the Jordan Brand network for partnerships. Las Vegas star receiver and Jordan Brand athlete Devante Adams is an endorser and can be seen in his Jumpman gear in several Taco Bell commercials.
The two can add this product to a list of iconic collaborations brought to life during their time at Jordan Brand, including Jordan x PSG, Jordan x Cactus Jack, Jordan x Off-White, and more. Lucky for us, what happens in Vegas doesn’t always stay there, and the Beekeeper x Taco Bell Horchata Cold Brew Latte will be available to the public soon.
