Ground Up and The Hershey Company Sweeten 2025 New Partnership

Ground Up’s mission is to achieve fun and creativity in everyday life, providing their customers with the freedom to express themselves through their favorite fandoms in stylish footwear. With a strong focus quality and innovative design, Ground Up is dedicated to promoting collaborations that bring joy and fashion together. No matter what age you are, Ground Up promises to deliver fun, fashion, and a touch of fandom to your daily life.  

New York, NY – Ground Up International, a leader in licensed footwear, is kicking off 2025 with a delicious twist, announcing an upcoming partnership with The Hershey Company to bring fan-favorite treats like HERSHEY’S chocolate, HERSHEY’S KISSES chocolate, REESE’S chocolate, TWIZZLERS candy, JOLLY RANCHER candy, and more to the world of fashion. This collaboration combines two industry leaders to create a one-of-a-kind product line that celebrates the joy that Hershey's beloved brands inspire.

Building on its success with top entertainment licenses, Ground Up is now venturing into the food industry. The deal, brokered by The Hershey Company Licensing Agent, Brand Activation Consulting (BAC), marks an exciting new chapter as Ground Up shares its vision for creative, fan-centered fashion with an even wider audience.

Fans can also look forward to the highly anticipated launch of the Hershey-themed footwear styles in Spring 2026. These designs will incorporate more interactive elements into the silhouettes while maintaining Hershey's core color palette, ensuring a playful yet iconic experience for wearers.

Ground Up and The Hershey Company share a mission to bring more goodness into the world by creating moments of joy for fans. Through this collaboration, fans can expect innovative designs and playful experiences that blend their favorite sweets with stylish, eye-catching footwear.