It seems like everyone’s getting in on the sneaker game lately. In February, Donald Trump made headlines with golden sneakers, and Texas-based doughnut chain Shipley Do-Nuts teamed up with custom footwear designer Jake Danklefs to create a one-of-a-kind pair of Nikes for a giveaway on Instagram.
Billed as hot, fresh and handmade – like Shipley’s pastries, of course – the “sweet kicks” feature both the Nike Swoosh and a throwback “Shipley Est. 1936” mark on the heels, along with other doughnut-themed elements. The star decoration is the dripping pink Swoosh with sprinkles on the outer sides, an homage to the chain’s strawberry sprinkle doughnuts.
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Shipley’s has not named the winner publicly, but fans are clamoring to buy their own pair. The San Antonio Express News reported that a Shipley spokesperson said “there could be a potential for future Shipley merch collabs,” depending on the response from customers.
It’s not the company’s first limited merch drop – in late December 2022, one Houston store drew hundreds of customers hoping to get a Houston Astros hat designed in Shipley’s signature brown and red – and its online store, Do-swagger.com, offers an assortment of tees, hoodies, mugs and more.
Fruity Pebbles Footwear And Accessories
Hot on the heels of Shipley’s sneaker sweepstakes, Fruity Pebbles announced its own collaboration with Nike and LeBron James for the Nike LeBron 4, featuring rainbow-striped soles and sides and interiors decorated with colorful dots.
Sneaker News reports that the idea for the shoes first surfaced in 2006 as a “Player Exclusive” made just for James in honor of his favorite cereal and without any official partnership. The new, official sneakers will be available for retail sale on March 7 – aka National Cereal Day.
James himself appeared at a limited-release launch event at LA’s Kith store to check out the kicks and enjoy Fruity Pebbles-themed ice cream treats created especially for the occasion.
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Fruity Pebbles also enlisted designer Susan Alexandra, known for beaded bags and jewelry, to create a beaded handbag and bag charms to mark the return of Berry Pebbles cereal. “Our fans are true kids at heart who infuse creativity into every aspect of their lives, so teaming up with Susan Alexandra, a woman-owned business known for whimsical, food-forward fashion designs, is the perfect way to celebrate,” said Joe Christenson, senior brand manager at Post Consumer Brands, in a statement.
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Other Fruity Pebbles merch includes earbuds and kids headphones from audio brand JLab and a collection of belts, bags, wallets and pet gear from accessory company Buckle-Down.
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DunKings Gear Makes A Slam Dunk
One of the most talked-about commercials from this year’s Super Bowl, the “DunKings” ad features Ben Affleck and famous friends outfitted in outrageous Dunkin’-branded streetwear.
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Some pundits questioned whether Dunkin’ could recoup the cost of the ad ($7 million for airtime, plus what the company paid Affleck, et al) simply by boosting sales of coffee and doughnuts, but the DunKings collection, available the day after the ad aired, sold out in less than 20 minutes.
Los Angeles-based BAMKO, the No. 4 distributor in the inaugural PPAI 100, has worked with Dunkin’ for years and congratulated “one of our sweetest clients” on the wildly successful merch drop. In addition to the sublimated quarter-zips and pants, the capsule collection also included insulated tumblers and fuzzy pink bucket hats.
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Undoubtedly the popularity of those orange-and-pink tracksuits have helped boost Dunkin’s bottom line. CNBC’s Andrew Ross Sorkin declared the campaign “a master class in advertising,” as it built from a teaser ad to the game day ad, followed by the merch drop and new menu items. It’s also a masterful use of timing, as a video featuring the song “Don’t Dunk Away At My Heart” was posted on Valentine’s Day later the same week.
Fans who missed out will have to take their chances on resale sites or wait for the next collection. Dunkin’s online shop currently features only a landing page with the message, “Check back later for our next merch drop!”
