Down to Earth Organic & Natural has rolled out a vegan smoothie built around macadamia nut and haupia flavors, with a portion of the proceeds benefiting University of Hawaiʻi Athletics. The Mac Nut Haupia Smoothie is now sold at all six Down to Earth locations across Oʻahu and Maui, giving the university's Rainbow Warriors and Rainbow Wahine athletic programs another retail revenue stream as they scramble to cover the costs of student-athlete compensation.
The drink blends coconut cream, plant-based milk, frozen banana, agave, almond extract and coconut sorbet, then gets a dose of spirulina, a microalgae supplement that gives the smoothie its natural UH-green hue, according to KHON2. It's topped with haupia, crushed macadamia nuts, toasted coconut and vegan CocoWhip. Marissa Wong, Down to Earth's marketing manager, said the smoothie features vegan macadamia nut and haupia flavors and supports UH Athletics, and the retailer said the blend brings together island flavors.
Wong said Down to Earth is excited to collaborate with University of Hawaiʻi Athletics on a smoothie bringing together local favorites, community and school spirit. A promotional video announced the partnership between the university and the Mānoa-based grocer, and social media users have responded with enthusiasm. One popular food influencer commented, “Lets go bowsssss! Yessah this collab is amazing,” while another user wrote simply, “Can't wait to try!”
A Chain Built on Plant-Based Roots
The collaboration leans on Down to Earth's decades-old identity as a plant-based grocer. Founded in 1977 in Wailuku, Maui, the chain is Hawaii's largest locally operated natural food company and keeps an entirely vegetarian and plant-based standard across every store, per the Hawaii Food Industry Association. That vegan lineup made the all-plant Mac Nut Haupia Smoothie a natural fit for the brand's shelves rather than a one-off marketing stunt.
Down to Earth's footprint spans six stores total: five on Oʻahu, in Honolulu, Kakaako, Kailua, Pearlridge and Kapolei, plus one Maui location in Kahului, according to the same trade association data. That statewide reach means the smoothie — and whatever share of its sales flows to UH Athletics — is available to shoppers across two islands rather than a single storefront.
Why UH Athletics Needs the Extra Cash
The smoothie deal lands amid a much bigger financial squeeze on UH Athletics. The department asked state lawmakers for $5 million in direct funding for the 2026-2027 fiscal year to cover immediate Name, Image and Likeness commitments and stay competitive recruiting against mainland Division I programs, according to the University of Hawaiʻi System.
Lawmakers considered two NIL-related measures during the 2026 legislative session. House Bill 2384 sought to build a statewide statutory framework for student-athlete NIL activity at UH, covering institutional agreements, disclosure rules and Title IX protections, per the Hawaiʻi State Legislature. A separate proposal, Senate Bill 3263, would have created a $10 million state-matched NIL endowment fund for UH Athletics, but that measure failed on an 11-12 Senate vote in May, according to the Hawaii Sports Radio Network, leaving the university without direct state financial aid for athlete pay.
The funding gap traces back to a national shift in college sports. The House v. NCAA settlement allowed Division I athletic departments nationwide to directly share revenue and distribute NIL compensation to student-athletes starting in mid-2025, per the Hawaiʻi State Legislature. With no state match forthcoming, UH Athletics has turned to commercial partnerships to fill the void.
Part of a Broader Commercial Push
The smoothie is just the latest in a string of retail and media deals UH Athletics has struck this year. The department previously partnered with Kalihi-based chip maker Mānoa Mix on an officially licensed snack line generating royalty revenue for campus sports programs, as Hoodline previously reported.
UH Athletics also signed its first jersey sponsorship deal with longtime partner Hawaiian Airlines to place its logo on Rainbow Warrior football uniforms, following an August 1 NCAA Division I rule change permitting commercial uniform patches. And in June, the department finalized a broadcast agreement valued at $30 million to return local sports broadcasts to free over-the-air television on K5 and Hawaii News Now platforms.
Beyond corporate retail tie-ins, community organizations offer another avenue for athlete compensation. The Downtown Athletic Club Hawaii operates a community-focused NIL collective that pays UH Rainbow Warriors and Rainbow Wahine athletes for participating in youth literacy and wellness programs, giving student-athletes a non-commercial path to NIL income alongside deals like the Down to Earth smoothie.
