Celebrity Name: Kon Knueppel
Brand: Name: Cheez-It
Deal Type: Limited-Edition Product Partnership
Announced: March 26, 2026
Impact: NBA’s hottest rookie scores his first major national snack brand deal, launching a collectible two-flavor bundle timed to his record-breaking season
- Cheez-It has teamed up with Charlotte Hornets rookie Kon Knueppel for a limited-edition release called “Kon’s Double Double Cheez-It Bundle,” celebrating his record-setting debut season.
- The bundle packages his two personal favorite Cheez-It flavors: White Cheddar and Extra Toasty, inspired by his two-way impact on both offense and defense.
- The drop is exclusively available at cheezit.com, with two limited quantity releases: March 26 and April 6 at 9 a.m. ET, while supplies last.
- Knueppel has broken the all-time NBA rookie record for three-pointers made in a season, surpassing Keegan Murray’s previous mark of 206 on February 26, 2026, and he’s still counting.
Cheez-It is doubling down on basketball, and they picked the right player to do it with.
The snack brand has partnered with Charlotte Hornets rookie phenom Kon Knueppel to launch “Kon’s Double Double Cheez-It Bundle,” a limited-edition collectible featuring his two favorite flavors: White Cheddar and Extra Toasty.
The “double double” name is a nod to Knueppel’s two-way impact on both ends of the floor.
The timing couldn’t be better. On February 26, 2026, Knueppel broke the all-time NBA record for three-pointers made in a rookie season, surpassing Keegan Murray’s previous mark of 206.
The 20-year-old, selected 4th overall in the 2025 NBA Draft out of Duke, is averaging 19.0 points, 5.3 rebounds, and 3.4 assists per game. He is now the frontrunner for the NBA Rookie of the Year award, with ESPN and The Athletic both listing him as the favorite heading into the home stretch of the season.
It’s also Knueppel’s first major national brand deal, and a natural fit. Knueppel himself said Cheez-It has been his go-to game-day snack for as long as he can remember, making the collab feel authentic rather than transactional.
Just as Charles Barkley teamed up with Wayfair and Cameron and Cayden Boozer starred in Zaxby’s “Transfer Loyalty” campaign, this deal shows brands are increasingly racing to lock in basketball’s most compelling personalities, and the newer and more viral, the better.
The bundle drops exclusively on cheezit.com, with a second chance for fans to grab it on April 6 at 9 a.m. ET, while supplies last.
Takeaways
This partnership is more than a snack drop, it’s a signal. Brands are no longer waiting for rookies to have a few solid years before signing them.
Knueppel landed a headline deal in his first season, before the playoffs, before an All-Star appearance. That tells you everything about the current era of athlete marketing: the moment the buzz hits critical mass, the window opens, and smart brands jump through it fast.
Cheez-It calling the bundle a “Double Double” is a clever piece of brand storytelling. It ties the product directly to Knueppel’s court identity without over-explaining it. Fans who follow basketball will immediately get the reference. Fans who don’t will still find it fun.
The limited-drop format also deserves attention. Two timed releases with limited quantities creates the kind of urgency and cultural moment that brands used to struggle to manufacture. It’s a playbook borrowed from sneaker culture, and it works just as well on crackers.
With Knueppel still in his rookie season, could we see a longer-term Cheez-It ambassador deal, or is this a one-time promotional moment? Does Knueppel’s authentic, personal connection to the snack brand make this partnership more marketable than a traditional paid endorsement would be?
