Fruity Pebbles x Nike x LeBron

The Story

How do you introduce a new audience to a cereal that has been on shelves since 1971? With a collaboration nobody sees coming.

What We Made

Fruity Pebbles, the Flintstones, Nike and LeBron. A shoe and a cereal that both change colors, which almost feels like cheating.

Sneaker fandom and cereal fandom have more in common than either would admit. The leaks, the drops, the unboxings, the same devotion to a thing most people walk past. So we gave sneakerheads the tools to show that devotion, and used them to bring Bedrock to the breakfast table. Coordinated with LeBron (who sported the shoes on court), Nike and influencers to share the partnership across platforms. Offered a chance for everyone to get the shoe via a cereal box sweepstakes. Seeded partnership coverage in Hypebeast, Complex, Uncrate and many more. Hid a virtual Magic Pebbles box on Nike's and Post's Twitter feeds which, when captured on Snkrs Cam, became the key for early access.