As the soccer world turns its attention toward the upcoming FIFA World Cup in North America, Christian Pulisic is stepping into the spotlight for something much different than goals, assists or transfer speculation. The United States captain revealed a new partnership this week that mixes his global soccer profile with the place where his story first began.
Pulisic announced a collaboration with The Hershey Company centered around a limited-edition chocolate bar featuring his name and signature. The campaign arrives just months before one of the biggest summers in soccer history and leans heavily into Pulisic’s Pennsylvania roots, hometown identity and growing crossover appeal beyond the pitch.
The AC Milan star shared the announcement in a social media video that quickly gained attention from fans. In the clip, Pulisic surprised his mother with the custom candy bar and called the partnership a “full-circle moment.”
“Full-circle moment seeing my name on a @hersheys bar,” Pulisic wrote. “Shoutout to my hometown and my mom.”
The video itself showed the emotional side of the campaign. Pulisic told his mother, “This one goes out to my mom,” before revealing the customized wrapper that read “PULISIC’S” across the iconic Hershey’s branding. He then smiled and added, “Hi mom, I’ve got something to show you.”
Hershey Builds Entire Campaign Around Pulisic’s Roots
The partnership is much larger than a simple celebrity endorsement.
According to the company, Hershey’s will launch limited-edition PULISIC’S Milk Chocolate Bars featuring Pulisic’s printed signature on custom wrappers ahead of this summer’s World Cup festivities. The bars will not be sold through traditional retail channels. Instead, they will be distributed through special fan events and promotional activations.
Fans can receive free bars on June 6 at two major locations. The first 5,000 guests at Hershey's Chocolate World will receive one beginning at 9 a.m., while the first 3,000 visitors in Times Square will also receive bars starting at 10 a.m.
The company is additionally planning a multi-day pop-up experience in Philadelphia from June 25-27 designed to recreate the atmosphere of Hershey, Pennsylvania. The activation will include interactive soccer-themed experiences, giveaways and family activities tied to Pulisic’s career journey.
Hershey’s senior brand manager Katrina Vatter explained that the campaign is intended to highlight the emotional connection between Pulisic and the town where he grew up.
“At Hershey’s, we know your ‘happy place’ is about the people and places that stay with you, and Hershey is that for Christian,” Vatter said in the company’s release.
Christian Pulisic Continues Expanding His Global Profile
The announcement arrives during a pivotal moment in Pulisic’s career.
The 27-year-old remains one of the biggest faces in American soccer while playing for AC Milan and captaining the U.S. national team entering the World Cup cycle. With the tournament set to take place across the United States, Canada and Mexico, Pulisic is expected to be one of the defining figures of the event from the American side.
That visibility has also turned him into a major marketing figure for brands looking to connect with both soccer audiences and mainstream American consumers.
Still, the Hershey’s campaign stands out because of how personal it appears to be for Pulisic himself. Rather than focusing entirely on celebrity status or international fame, the campaign centers around his upbringing in Hershey and the people who supported him before he became one of the sport’s biggest American stars.
“No matter where soccer has taken me, my story started in Hershey,” Pulisic said in the campaign release. “Growing up there shaped who I am.”
