Los Angeles Lakers star LeBron James can’t get enough of his favorite breakfast cereal.
Since 2006, James has repeatedly reminded his fans that he has loved one brand of cereal above all others since he was a child.
James has enjoyed Fruity Pebbles cereal so much over the years that he is teaming up with Nike (NKE) – Get the Class B report from NIKE, Inc. and cereal maker Post Holdings (PUBLISH) – Get the report from Post Holdings, Inc. to launch a sixth version of his Pebbles-themed shoes, the Nike LeBron James 19 Low Magic Fruity Pebbles, on March 7.
The unveiling of James’ latest Fruity Pebbles shoe coincides with Post’s same-day launch of its new Magic Fruity Pebbles cereal, which remarkably has a similar feature to the Nike LeBron Magic Fruity Pebbles shoe. Both the cereal and the shoe feature a color change to purple under certain conditions.
Magic Fruity Pebbles red and yellow cereal flakes will turn the white color of milk to purple when the flakes and milk interact. And the photochromatic DCS technology in the Nike LeBron Low 19 Magic Fruity Pebbles shoes uses the sun’s ultraviolet light to change the shoe’s color to purple.
Tribute to LeBron’s favorite cereal
“Having an original pair of my Nike sneakers paying homage to my favorite cereal growing up is surreal,” James said in a Thursday Statement. “Putting them on and seeing the colorway come to life is even better.”
The list price is $160 for the new Nike LeBron Magic Fruity Pebbles shoes, whose debut will also coincide with National Cereal Day.
Magic Fruity Pebbles cereal will be available at select retailers for a limited time starting March 7, according to the release.
The LeBron/Nike/Pebbles partnership began in 2006 with the Nike Zoom LeBron IV Fruity Pebbles shoe and returned in 2013 with the Nike LeBron XI Fruity Pebbles, in 2015 with the Nike LeBron XII Fruity Pebbles, in 2016 with the Nike LeBron Fruity Pebbles. XIII and the Nike LeBron XV Fruity Pebbles shoe in 2018, according to nikelebron.net.
“The Pebbles brand is about finding new ways to surprise and excite fans,” Leah Broeders, licensing manager for Pebbles cereal, said in a statement. “We’re thrilled to partner with Nike to launch this one-of-a-kind, color-changing collaboration just in time for National Cereal Day. When we learned that LeBron was a HUGE cereal fan as a kid, we knew it was a no-brainer. It really is the greatest partnership since the Stone Age!”
Product launch includes special offers
The Magic Fruity Pebbles boxes will feature special offers for consumers, including 20% off a single item at Nike.com and a raffle for a chance to win a pair of Nike Lebron 19 Low Magic Fruity Pebbles color-changing shoes in ultra-limited edition.
The cereal is also promoting a Yabba Dabba Dunk contest for kids ages 6-15 that encourages entrants to submit their most creative dunks and kicks for a chance to win a year’s supply of Pebbles cereal. and the chance to be presented on a JumboTron at a professional. basketball match.
In addition to Nike and Post, the product partnership includes AT&T (J) – Get the AT&T Inc. report. WarnerMedia, which is licensing the Hanna-Barbera Flintstones Pebbles cartoon character. The cereal, launched by Post in 1971, was the first brand ever created around a TV show character, according to a Post statement.