Jones Soda Co. announced the upcoming introduction of Jones Craft Cola and Jones Craft Zero Cola, all-new formulas bringing the brand into the cola space for the first time, through a collaboration with Nitrocross motorsports. The co-branded products mark the beginning of a new multi-year Thrill One partnership that extends Jones' legacy as a champion of action sports.

The new canned colas will debut September 6-7 at the first adrenaline-pumping Nitrocross race of the season in Richmond, VA, featuring high-performance electric vehicles on tracks with high-banked corners and large jumps. The products also will be sold on-premise at other Nitrocross races, joining signage and other activations, and soon be available for purchase nationwide. Jones Craft Cola, made with natural cane sugar, and Jones Zero Cola, serving consumers preferring no-calorie beverages, elevate cola taste to a new level.

They build on Jones' nearly three-decade reputation as flavor experts and innovators known for scores of craft sodas ranging from Berry Lemonade to Orange & Cream to deliver new options that redefine the concept of quality colas. Jones' collaboration with Nitrocross extends a relationship with Thrill One Sports & Entertainment, a leading producer of action sports events, that began with a partnership with Street League Skateboarding (SLS), the world's largest competitive skateboarding league. The partnership features integration of Jones product and its own action sports heritage into SLS venues, SLS athlete activations, content and branding.

Jones will also serve as the official sponsor of SLS Futures, the league's new youth development program.