WWE and Nutrabolt, owner of the C4 brand, announced an expansion to their multi-year partnership with the launch of their first-ever co-branded product collaboration: WWE-inspired flavors of C4 Ultimate Pre-Workout Powder and C4 Ultimate Energy Drink. The products were available exclusively at GNC ahead of WWE SummerSlam in Detroit on Saturday, August 5.

C4 Ultimate Energy Drink x WWE was the same supercharged formula with 300mg of caffeine that consumers loved, but available in two new flavors, Ruthless Raspberry and Berry Powerbomb. Without sugar or artificial colors, the new co-branded beverage allowed fans to work hard and play hard without ever missing a beat.

To celebrate the launch, C4 debuted the "Not Safe For Work" creative campaign that explored the right (and wrong) ways to consume C4 Ultimate Energy. Utilizing its WWE brand ambassadors — the newly debuted Seth "Freakin" Rollins, along with Bianca Belair and Street Profits — the brand supercharged the Superstars and unleashed them at the new WWE HQ to the dismay and delight of the heads-down staffers ahead of SummerSlam. 

As the Official Energy Drink of SummerSlam, the new C4 Ultimate Energy x WWE co-branded drinks were featured across the SummerSlam broadcast. Additionally, C4 and WWE hosted a meet-and-greet with WWE Superstars Seth "Freakin" Rollins and Rhea Ripley at the GNC at the Great Lakes Crossing Outlets in Detroit, allowing fans the opportunity to sample the batch of new C4 Ultimate Energy drinks ahead of SummerSlam at Ford Field. C4 also upped the ante by surprising the 36th person in each line with a pair of tickets to SummerSlam.