7-Eleven Teams Up With Snack, Beverage Brands for Co-Branded Apparel and Footwear

7-Eleven is mostly known for serving Slurpees, Taquitos and coffee. This summer, though, it's serving looks.

The venerable convenience store chain is teaming up with some fan-favorite snack and beverage brands for co-branded merchandise that customers can win using 7-Eleven's loyalty program/app. The merch includes:

• Fanta shoes with Slurpee branding and "shapes that mimic splashes of water"
• Dunkaroos shoes hand-painted by designer Tyler Wallach
• A Red Bull hat, hoodie and drawstring backpack
• Reese's shoes in Peanut Butter Cups colors (with ankle pocket)
• A Flamin' Hot crewneck sweatshirt, hat, skateboard and shoes with flame-printed shoelaces

7-Eleven partnered with various streetwear designers to create the merch, making for some impressive stylistic diversity. There's also a nice assortment of items, with everything from apparel and footwear to skateboard decks and backpacks.

7-Eleven customers have the chance to win a break dancing-inspired Red Bull BC One capsule. | Credit: 7-Eleven

"Brainfreeze Season is a time for us to help our customers quench their thirst for Slurpee drinks, music and, of course, fashion," Marissa Jarratt, executive vice president and chief marketing officer for 7-Eleven, said in a press release. "We know our customers are always on the cutting edge of culture and style, and are looking for ways to get even closer to the brands they love—so what better way to reward our loyal fans than with these one-of-a-kind designs?"

It's no longer unusual for brands entirely outside the fashion sphere to release streetwear-style merch drops and capsule collections. We see it all the time now.

Some of the branded footwear available to 7-Eleven customers as part of the contest. | Credit: 7-Eleven

But this collection from 7-Eleven really stands out thanks to some killer design. The merch looks great and features some neat detail work, like the subtle 7-Eleven co-branding (that little Slurpee alien mascot) and the bold color combinations. And it's nice to more brands experimenting with promotional footwear.

7-Eleven is proving to be one of the most innovative companies we've seen on the merch front. Last year, it partnered with Chicago designer Joe Freshgoods for store takeovers complete with branded sweatshirts, socks and in-store signage.

That was also part of the "Brainfreeze Season" promotion, making it two years in a row that 7-Eleven has run the campaign with merchandise as the centerpiece. We wouldn't mind seeing that become a yearly tradition.