Outlaw alleged that Collins created A Shoc in his role as an Outlaw director. Outlaw had been in talks with 7-eleven to create a private label product to compete with other energy drink brands. 7-eleven eventually withdrew their interest.
Meanwhile, Collins developed A Shoc and applied for trademarks with the knowledge of then Outlaw CEO, Delgado-Jenkins.
A judge ruled that Collins developed A Shoc outside of his role as Outlaw director. The judge commented that Delgado-jenkins only sought an injunction after he learned he would not be an investor in A Shoc.
Full and detailed reporting on this case can be read on BevNET’s site.
A Shoc seems to be geared towards young, gym-going adults. Their website features pictures of it’s energy drinks in gym settings and spliced together with battle ropes coiled in the shape of a can, resting on top of stacked weights. It also features photos of young people working out, holding cans of A Shoc.
It advertises natural caffeine, ocean minerals (electrolytes), 9 essential amino acids to boost performance, and BCAAs for muscle recovery.
