FocusFuel Partners With Ubisoft and GNC for Assassin’s Creed Shadows Promotion

Ubisoft and supplement brand FocusFuel have entered a retail partnership with GNC to promote the upcoming launch of the video game Assassin’s Creed Shadows. The collaboration centers on a new, GNC-exclusive Citrus Yuzu flavor of FocusFuel’s caffeine-infused gummies. This product, which contains a blend of natural caffeine and nootropics, is being distributed across 2,000 GNC retail locations throughout the United States.

The promotion serves as a cross-promotional marketing effort, with each purchase of the Citrus Yuzu gummies including a redeemable in-game code. These codes grant players access to a cosmetic item, a currency pack, and an exclusive FocusFuel-inspired naginata weapon for use in Assassin’s Creed Shadows. The product is currently priced at $5.49.

FocusFuel, which launched its direct-to-consumer operations in January 2024, reports having sold over 1.75 million units to more than 40,000 customers to date. The company is backed by a diverse group of investors, including professional athlete Grant Williams, musician Shay Mooney, and several prominent gaming influencers. This partnership aligns with the broader release of Assassin’s Creed Shadows, which is scheduled to launch on March 20 across PlayStation 5, Xbox Series X/S, PC, and Mac platforms. While the strategic intent of the deal is clear, the specific financial terms of the agreement between the three parties remain undisclosed.