New York, NY- Ground Up, a leader in licensed footwear, is closing out 2025 by expanding its long-standing relationship with PepsiCo through the addition of another trend-setting brand to its portfolio, Cheetos. The partnership, brokered by PepsiCo’s licensing agent, The Joester Loria Group, marks a major milestone for Ground Up as the company enters the hosiery category for the first time.

This strategic move represents a significant step in Ground Up’s ongoing evolution from a licensed footwear leader into a broader lifestyle brand partner. By introducing hosiery alongside its signature footwear collections, Ground Up strengthens its ability to deliver brand storytelling and deepen consumer engagement across categories.

“This launch is more than a category expansion — it’s a creative leap that lets us tell richer brand stories and connect with fans in new ways,” said Layna Patel, VP of Licensing and Global Partnerships at Ground Up.

The new Cheetos collection will feature bold designs inspired by Chester Cheetah’s signature swagger and fan-favorite flavors such as Flamin’ Hot, bringing fresh energy and innovation to the market.

The collaboration underscores Ground Up and PepsiCo’s shared commitment to delivering best-in-class licensed products that celebrate brand heritage, drive category innovation, and expand lifestyle reach for global audiences.

About Ground Up
Ground Up’s brand mission is to inspire self-expression and creativity. With the ability to tap into different markets and price points, Ground Up meets the needs of every fan. The footwear we create allows fans to pair the characters they love with a brand they trust. For licensing inquiries: Layna@groundupintl.com