LBJ X FRUITY PEBBLES X NIKE
Social Stunt + Cultural Activation
(Client)
Acme Design
(Year)
2024
(Services)
Branding, Website
OVERVIEW
Post Cereal partnered with The Barbarian Group to create a social-first stunt around the LeBron James x Fruity PEBBLES x Nike sneaker collaboration.
With powerhouse partners like Nike and LeBron involved, the challenge was ensuring Fruity PEBBLES didn’t get lost in the noise. Our goal was to carve out a distinct, culturally relevant role for the brand—one that felt native to fans and memorable beyond the sneaker drop.
INSIGHT
If you can customize your sneakers, why not your cereal? And why not with Nike ID?
We reimagined Nike’s ID-style customization experience — but for PEBBLES.
Fans could mix and match their favorite colors of Magic PEBBLES to create their own custom cereal blend on the Nike app + website’s Nike ID shoe customization, a feature that true sneakerheads are already familiar with.
Each submission entered them for a chance to win the LeBron x Fruity PEBBLES sneaker drop.
RESULTS
We shifted Fruity PEBBLES from supporting partner to active participant.
By tapping into real fan behavior and pairing it with Nike’s customization technology, the campaign gave Fruity PEBBLES a clear, ownable role in the collaboration. The brand stood out as playful, culturally fluent, and participatory—driving social engagement, user-generated content, and hype around the launch while reinforcing Fruity PEBBLES as more than just a cereal, but a creative canvas for fans.