The worlds of basketball and cereal collide this March. Just in time for both March Madness and National Cereal Day, which is on the seventh, a new collaboration from Nike, LeBron James and Post's Pebbles cereal includes color-changing kicks with a limited-edition cereal to match.

“The Pebbles brand is all about finding new ways to surprise and excite fans,” said Leah Broeders, head of licensing for Pebbles cereal, in a statement. “We’re thrilled to be partnering with Nike to launch this one-of-a-kind color-changing collab just in time for National Cereal Day. When we learned that LeBron was a huge fan of the cereal when he was a kid, we knew this was a no-brainer.”

The partnership includes a pair of limited Nike sneakers. The “Nike LeBron James 19 Low Magic Fruity Pebbles,” a variation on Nike’s existing basketball shoe, are mostly white with red trim and the image of Pebbles’ red and yellow cereal flakes printed on the heel and tongue. The kicker is that the clear airbags in the shoe’s sole change to purple in response to the sun’s UV rays.

“To have an original pair of my Nike sneakers pay tribute to my favorite cereal growing up is surreal,” said James in a statement. “Putting them on and seeing the colorway come to life is even better.” 

The double-color shoes are made to mirror the campaign’s special-edition Pebbles cereal, which turns white milk a shade of purple. The “Magic Fruity Pebbles” box also features Fred Flinstone and Barney Rubble rocking the LeBron footgear, a coupon for a single Nike item and instructions to enter for a chance to win a pair of the unique shoes.

 

 

 

 

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The campaign also features the “Yabba Dabba Dunk Contest” for children ages six to fifteen. Starting March 10, kids can submit a video of their most creative basketball dunk or trick shot on the campaign's website to win a year’s supply of Pebbles cereal and have their video displayed on the jumbotron at a professional game.