By: Andy Powell — Senior Correspondent | Men’s Wellness Products
LAS VEGAS, NV — (August 18, 2026) — Trojan Brands is expanding its non-latex condom portfolio with the new Trojan G.O.A.T. Non-Latex Condom, introducing patent-pending Ultra Flex™ technology that the sexual wellness giant says represents its first new condom material in 20 years.
Short for “Greatest of All Trojan,” G.O.A.T. combines the company’s new Ultra Flex Non-Latex material with a snug, straight-walled design, enhanced body-heat transfer and silicone-based lubrication. The result is a product positioned for consumers seeking non-latex protection without sacrificing comfort or sensation.
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For sexual wellness retailers, the launch also adds a highly recognizable Trojan SKU to the non-latex segment, backed by a consumer campaign emphasizing flexibility, reliability and the brand’s century-plus presence in the condom market.
Trojan Introduces Ultra Flex Non-Latex Technology
At the center of Trojan G.O.A.T. is the company’s patent-pending Ultra Flex Non-Latex technology.
Trojan describes G.O.A.T. as its softest and most flexible condom ever, with Ultra Flex engineered to provide the strength required for protection while creating a closer, more natural feel.
Trojan says each G.O.A.T. Non-Latex Condom is electronically tested to help ensure reliability.
Trojan G.O.A.T. Non-Latex Condoms are designed to “deliver an ultra-natural, best-feeling non-latex experience, featuring Ultra Flex Non-Latex material that is soft, flexible, strong, odorless and colorless for a closer, more natural feel,” a company rep said.
“From America’s #1 condom brand and trusted name in sexual health, Trojan G.O.A.T. offers a new option for those looking for non-latex protection without compromising on comfort or sensation.”
The innovation carries additional weight because Trojan says Ultra Flex represents its first new condom material in two decades.
For retailers, that creates a clear product-development story that goes beyond a packaging refresh or conventional line extension: Trojan is introducing a new material platform into one of the most established categories in sexual wellness.
What Makes Trojan G.O.A.T. Different?
G.O.A.T.’s product proposition goes beyond simply removing latex.
The condom is odorless and colorless and is designed to improve body-heat transfer between partners. Trojan combines the material with a silky-smooth silicone lubricant intended to enhance sensitivity and provide a smooth glide.
“Unlike some latex condoms, snug fit non-latex G.O.A.T. condoms are odorless and colorless, helping you stay focused on what matters most,” a product description reads. “Trojan G.O.A.T. condoms are designed for next-level intimacy by helping enhance body heat transfer for a deep, intimate connection. It has a silky smooth silicone lubricant that heightens sensitivity and offers an effortless glide.”
According to Trojan’s product specifications, G.O.A.T. features a straight-walled shape with a reservoir tip and a base width of approximately 2.17 inches (55 mm).
Each condom is also electronically tested to help ensure reliability, a feature Trojan prominently emphasizes in its G.O.A.T. consumer campaign.
Trojan states that its condoms are intended to help reduce the risk of pregnancy and sexually transmitted infections when used correctly and consistently.
A New Consumer Option Beyond Traditional Latex
For consumers, G.O.A.T. expands Trojan’s selection of latex-free protection at a time when condom shoppers increasingly have choices involving material, thickness, fit and sensation.
Non-latex condoms can be particularly relevant for people with latex allergies or sensitivities, as well as partners affected by them. Other consumers may simply prefer the characteristics of alternative condom materials.
Trojan already competes in the category with RAW™ Non-Latex, which uses the company’s Pure Feel™ polyurethane technology.
G.O.A.T. creates another proposition within that portfolio, with Ultra Flex placing particular emphasis on softness and flexibility.
That distinction could allow Trojan’s non-latex offerings to complement one another at retail rather than forcing shoppers into a single latex-alternative option.
Trojan is offering G.O.A.T. in both 3-count and 10-count packages, giving consumers an entry-size option for trying the product as well as a larger package for repeat purchases.
From Sexual Wellness to Street Culture at ComplexCon
Trojan also took an unconventional route in introducing G.O.A.T. to younger consumers.
The product made an early appearance in October 2025 at ComplexCon in Las Vegas, where Trojan partnered with New York-based street-fashion brand Sinclair Global for an expo activation.
The collaboration featured limited-edition merchandise and pushed the Trojan name beyond traditional sexual-health marketing into streetwear, pop culture and collectible merchandise.
According to launch materials, the collaboration was intended to elevate the sexual wellness brand into the realm of street couture while “driving recognition for the new generation.”
The strategy provides a revealing look at how a century-old condom brand is attempting to maintain relevance with emerging generations of consumers.
Instead of relying exclusively on conventional sexual-health messaging, Trojan is increasingly positioning wellness products alongside fashion, lifestyle and contemporary culture.
Why Trojan G.O.A.T. Matters for Retailers
For brick-and-mortar and online sexual wellness retailers, Trojan G.O.A.T. arrives with several potentially valuable merchandising advantages.
The first is immediate brand recognition.
Trojan markets itself as America’s #1 condom brand and emphasizes that consumers have trusted the brand for more than 100 years — messaging that is prominently incorporated into the new G.O.A.T. campaign.
The second is a straightforward consumer proposition: non-latex protection combined with softness, flexibility, enhanced heat transfer and an odorless, colorless design.
Third is the product’s technology story.
Being able to describe Ultra Flex as Trojan’s first new condom material in 20 years gives retailers and sales associates a meaningful talking point when introducing G.O.A.T. to shoppers.
The 3-count and 10-count configurations also provide merchandising flexibility. Retailers can offer the smaller package as an accessible trial purchase while positioning the larger box for consumers already familiar with the product.
Trojan G.O.A.T. Non-Latex Condoms are available in 3-count and 10-count packages, giving consumers and retailers multiple purchase and merchandising options.
Trojan’s distinctive cream-and-orange G.O.A.T. packaging further gives the product a recognizable shelf identity within condom and sexual wellness displays.
Paradise Marketing Offers G.O.A.T. for B2B Retailers
Retailers interested in adding Trojan G.O.A.T. to their assortment can source the product through Paradise Marketing, which distributes Trojan products to the sexual wellness trade.
Paradise Marketing currently lists Trojan G.O.A.T. within its wholesale product portfolio, providing qualified brick-and-mortar stores, e-commerce retailers and other accounts with a B2B ordering channel.
That distribution availability is important as Trojan moves G.O.A.T. beyond its initial consumer marketing campaign and into broader retail circulation.
For retailers, the arrival of another major-brand non-latex option also provides an opportunity to organize condom assortments around material, fit and consumer preference, rather than merchandising solely by manufacturer.
Trojan Pushes Non-Latex Condoms Into a New Era
Trojan G.O.A.T. ultimately represents considerably more than a catchy product name.
The combination of patent-pending Ultra Flex technology, non-latex construction, silicone lubrication, enhanced heat transfer, an odorless and colorless design, electronic testing and the marketing strength of Trojan gives the product a substantial list of consumer-facing selling points.
For consumers, G.O.A.T. provides another option when choosing non-latex protection and places particular emphasis on flexibility and natural feel.
For retailers, it introduces a recognizable new SKU with a straightforward innovation story, two package sizes and the promotional power of one of America’s most established condom brands behind it.
And after introducing G.O.A.T. through everything from sexual-health messaging to a ComplexCon streetwear collaboration, Trojan appears determined to position its first new condom material in two decades as the beginning of what its own campaign calls “a new era for non-latex.”
Consumers can learn more about Trojan G.O.A.T. Non-Latex Condoms through Trojan Brands.
Retailers seeking B2B ordering information can contact Paradise Marketing at (760) 597-0800 or visit the company’s B2B contact portal.
Stay with JRL CHARTS Men’s Wellness Products for new product launches, consumer sexual wellness innovations and B2B retail developments shaping today’s men’s health and wellness market.
