Sliquid Debuts RIDE Rocco Collection

By on March 4, 2020

Dallas TX — Top natural intimates manufacturer Sliquid has teamed up with adult film legend Rocco Steele to create a namesake line of lubricants marketed specifically to gay men.

Dallas-based Sliquid has struck a deal with one of the gay adult industry’s top male
performers, Rocco Steele, to curate a line of high-performance lubricants that speak directly to an LGBTQ+ customer base. In this new partnership, Sliquid will be manufacturing a waterbased formula and a silicone formula with Rocco’s name attached to it, expanding the product range of their existing LGBTQ-focused men’s line, RIDE BodyWorx.

The partnership between the adult film star and the lubricant powerhouse came to be during
a meeting between Rocco and Sliquid’s founder, Dean Elliott, while both where in Los Angeles
on business in the summer of 2019. “Im standing in front of this big, burly muscle guy with
tattoos all over him and I’m curios to what his story is,” Elliott remarks about his first
encounter with Rocco. “Then he talks with this deep, distinctive voice that’s similar to my
own, which I don’t run into very often! I was like this guy has a story to tell, and sure enough
we hit it off with great conversation about his backstory and later-in-life journey into the adult
industry. He’s a great guy.”

“I’m good friends with Buck Angel, who has a product line with Sliquid called the T-Collection,
and he is the one that introduced me to Dean,” says Steele. “I was already aware of the
success of Buck’s T-Lube, as well as Sliquid’s reputation of being a leader in the industry’s
lubricant space. As someone who uses lube almost daily, as a tool of my trade, producing a
namesake lubricant has been on my to-do list for many years. Meeting with Dean that day just
happened to be the right timing, and the perfect partnership with Sliquid was born.”

The RIDE Rocco Collection is debuting with two types of lubricant offerings. RIDE Rocco Water
Based is a slick, water-based lubricant that is infused with natural seaweed extracts, including
Carrageenan, Nori, and Wakame. The addition of these extracts makes Rocco’s water-based
lube ideal for men because it won’t become sticky or dry up quickly when used topically. RIDE
Rocco Water Based is also perfect for those occasions when you need to clean up quick; just
wipe away and go. This water-based lube has been thoughtfully formulated with gay men in
mind as its pH level comes in at 6.0, which is ideal for anal play because it mimics the pH level
of the bottom’s rectal ecosystem.

The second offering in the collection is RIDE Rocco Silicone. This highly concentrated,
premium blend of medical-grade silicones is ideal for all types of erotic encounters, from
sensual massage to safe and comfortable anal sex. RIDE Rocco Silicone is thin and sheer in
consistency, offering that silky, barely-there feeling, while also being long-lasting. This
combination of silicone is also 100% waterproof, making it the perfect choice for water play.
Rocco points out, “this particular blend of Silicone is sure to become the gold standard of
lubricant for many of my fans because it does exactly what its intended to do, make sex more
enjoyable and memorable while keeping up with the action. You won’t need to stop the fun
to reapply over and over again, and that’s important to me.”

Rocco can now add lubes to his portfolio of successful ventures, which also includes
underwear and sex toys. “As a member of the gay community, and someone that has been a
fan of his for quite some time, I was very familiar with Rocco’s film work and other product
lines,” says Erik Vasquez, Marketing Director for Sliquid. “Rocco is a solidified legend in gay
pop culture, so being able to work with him on this collaboration has been an exciting
experience. He is very in tune with his persona and extremely insightful when it comes to the
industry, which made working on the creative process with him an absolute pleasure.”

To prepare for the launch of the collection, Rocco visited the lube manufacturer’s Dallas
headquarters. During his visit, he and the Sliquid marketing team went to work creating the
aesthetic in which they intended to present the new collection to the public. The idea came
down to keeping it straight forward, but with an edge. With Rocco on set, the team went to
work shooting photo and video content that highlights the two stars of this launch, the
premium lube and the superstar persona behind it. Leather, neon lighting, and plenty of
smoke machine work helped bring the imagery of the RIDE Rocco Collection to life in gritty
detail that will appeal to a broad gay male customer base who enjoy Rocco Steele’s prolific
film work.

RIDE Rocco Water Based and RIDE Rocco Silicone benefited from a soft launch during
January’s ANME Founders Show in Burbank California last month. “Leading the sales and
merchandising initiatives for all that we offer allows me the opportunity to get behind the
latest and greatest, and there is truly nothing more exciting and rewarding than to be able to
help represent a brand-new product launch,” says Michelle Marcus, VP of Sales and
Merchandising for Sliquid. “From the moment our distribution and retail partners caught a
glimpse during the show, I already knew we struck gold with this incredible collaboration
between our RIDE brand and one of the biggest names in the adult industry, Rocco Steele.
The reception has been overwhelming, to say the least, with interest from around the globe,
and dedicated placement already in place within the US.” Marcus adds, “Personally, I am
super enthusiastic about the endless opportunities RIDE Rocco offers to the mainstream
consumer, and I cannot wait to see it explode beyond our collaborative expectations!”

When speaking of the successful debut of Sliquid’s newest product line, Elliott notes, “The
creation on the RIDE Rocco Collection has truly been a team effort with input from so many
talented individuals. From the early development stages to getting this lube onto shelves
across the world, my amazing marketing, sales, operations, and warehouse teams have all
worked tirelessly to make sure that this collection is ready for its close up, and I think they
have all done a magnificent job. It’s been a labor of love for the LGBTQ community, and this is
just the beginning. I see great success ahead for our collaboration with Rocco.”

RIDE Rocco Water Based and RIDE Rocco Silicone are both currently available in 4.2oz and
8.5oz bottles. The packaging is distinctly reminiscent of the RIDE BodyWorx collection but
with Rocco’s instantaneously recognizable image printed directly on the front of the label.

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