The multinational General Mills in association with Nike and basketball star Kyrie Irving, designed some sneakers inspired by Lucky Charms, Cinnamon Toast Crunch and Kix cereals.
Taylor Gessell, Marketing Communications Assistant at General Mills Partnerships, explains that the passion and obsession some people have for cereals is actually quite similar to the passion and obsession we see in people for sneakers. There is a culture of bigotry around both, so it is a great opportunity to unite two extremely passionate groups.
Both teams, General Mills and Kyrie, saw the success of this concept first-hand, when first collaborated with Nike on a limited release of the Nike Kyrie 4 model Inspired by Wheaties cereal.
«We launched the Wheaties sneaker by sending it to 100 influencers and the biggest question we heard from consumers was, 'Where can I buy a pair?' "says Gessell. “So we reconnected with Nike about the idea of doing a broader collaboration involving other cereals. We knew Kyrie had an affinity for cereal, so he was delighted to participate. "
Basketball player and designer
Kyrie's team and Nike they have been fascinating partners. From bringing the idea to producing amazing designs, a world-class partnership. Kyrie and his team were the brains behind the cereal brands who led this collaboration. They took the elements and details of each brand and reimagined them in sneakers in a very similar way. Kyrie, who has impeccable attention to detail.
The three slippers in the "cereal pack" have each cereal's logo on the tongue, along with the colors and design elements linked to the shapes and texture of the cereal. And on the back of one shoe in each pair, the familiar General Mills 'G' logo.
The Kyrie 4 Lucky Charms
A closer look at the colorful design reveals that it even has marshmallow shapes arranged on the sides. The sole features brighter colors, on the brand rainbow theme.
The Kyrie 4 Cinnamon Toast Crunch
The Kyrie 4 Cinnamon Toast Crunch It resembles its box, in gold color and the block in white. Nevertheless, the cinnamon-inspired swirl located on each side, is what really catches the eye.
The Kyrie 4 Kix
The yellow hue and bold blue typography of the Kix shoe is a nod to the design of the Kix box. It even appears that the familiar Kix "cloud" emerges from the sides of the shoe. It makes the cereal part of the design.
The interior of each shoe also features a grain-like print. Branding details are stitched into every inch of the shoe, from the cinnamon swirl to the iconic marshmallows. Nike has managed to fully capture the essence of each cereal brand. It's amazing to see how they come to life from a simple sketch, to the physical shoe.
Source - General Mills
Images - Nike