SHERIDAN, WYOMING – July 14, 2025 – Cheez-It® is stepping into the spotlight of basketball fashion with its latest bold move: a snack-inspired streetwear collection called Cheez-Fitz, designed for fans who want to wear their love for the iconic snack on their sleeves — literally. As the "Tunnel Fits" trend continues to explode in popularity, Cheez-It is blending style and snacking into one irresistible package.
Bringing Snack Style Courtside
Teaming up with celebrity stylist and fashion designer Brittany Hampton, Cheez-It has created a custom game-day look worn by rising basketball star Rickea Jackson. Known for her standout style on and off the court, Jackson became the face of the collection designed to capture the essence of street fashion — with a cheesy twist.
"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."
Cheez-Fitz: Where Sport Meets Style
The gender-neutral Cheez-Fitz collection includes a windbreaker and matching pants, both infused with playful nods to the snack brand. From bold Cheez-It red accents and cracker-inspired detailing to a clever protective pocket designed to safely store your favorite snack, this outfit brings a whole new meaning to “ready for game day.”
"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," shared 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."
Limited Drops for the Cheez-It Obsessed
Fans eager to snag their own piece of Cheez-It fashion have two chances to shop the exclusive drops on Thursday, July 17, and Thursday, July 24, both at 12:00 PM ET. Available exclusively at cheezit.com, these collectible pieces are expected to sell out fast.
"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."
Follow the Flavor and the Fashion
Cheez-It invites fans to stay connected and follow the brand’s stylish game-day moments all season long on TikTok, Instagram, and Facebook @CheezIt.
About Kellanova
With over a century of snack innovation, Kellanova — home to brands like Cheez-It®, Pringles®, and Pop-Tarts® — continues to deliver iconic flavors worldwide. Committed to creating Better Days for 4 billion people by 2030, Kellanova champions sustainability, diversity, and equitable food access. Learn more at kellanova.com.