The collaboration begins on the commute to the stadium, where Khloud will mark the route of the iconic 7 train with sidewalk stencils guiding fans to the venue. Inside the stadium, the brand is hosting a custom suite for digital creators, featuring limited-edition jerseys designed by streetwear artist Mirchi by Kim. The activation extends to the crowd, with 5,000 bags of Protein Popcorn distributed to attendees as they depart the field following the final whistle.

Kathleen Braine, Chief Marketing Officer at Khloud, stated that the partnership aims to reach a new generation of soccer fans, positioning clean-label snacks as the primary fuel for the summer’s major matches. Beyond the physical stadium experience, the brand is distributing 600 watch party kits in collaboration with the face patch brand Fazit. These kits are intended for athletes and influencers hosting home viewings for the NWSL season and the World Cup, cementing Khloud’s presence in both live sports environments and private social gatherings.