Fruity Pebbles x Nike x LeBron

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

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.

1. 01

   On court

   LeBron wore the shoes in game. Nike, Post and influencers carried the partnership across platforms.

2. 02

   Cereal box sweepstakes

   A chance for everyone to get the shoe.

3. 03

   Press seeding

   Coverage in Hypebeast, Complex, Uncrate and more.

4. 04

   Magic Pebbles box

   Hidden on Nike's and Post's Twitter feeds. Captured on SNKRS Cam, it became the key for early access.

5. 05

   NIKELAND

   A virtual 19 Low inside NIKELAND on Roblox.