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Sneaker Surgeon Operates on Frito-Lay

Sneaker Surgeon Operates on Frito-Lay
PepsiCo’s Frito-Lay division has partnered with Dominic “The Shoe Surgeon” Ciambrone for the “Sneaker Stash” program, a limited-edition sneaker collaboration.

Under the terms of the deal, PepsiCo will host a contest with daily sneaker giveaways. Grand prize winners will be given a custom pair Ruffles-branded sneakers created by Ciambrone.

“We've found that our core consumer has really upped their fashion sense, especially when it comes to footwear,” said Tina Mahal, vice president of marketing, Frito-Lay North America. “That's why we wanted to bring both worlds together—sneaker culture and snack lovers—because they're often one and the same."

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