To celebrate National Cereal Day on March 7, Fruity Pebbles cereal is teaming up with Nike and basketball superstar LeBron James for officially licensed merchandise from Warner Bros. Consumer Products.   

The full-court press kicks off with the release of new sneakers. Inspired by LeBron James' favorite cereal as a child and collaboratively designed by Nike and Pebbles, the Nike LeBron James 19 Low Magic Fruity Pebbles shoe is a colorful pair of sneakers that features actual photography of the Magic Pebbles red and yellow cereal flakes.  

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

The 19 Low has Photochromic DCS Technology where the shoe's airbag uses the power of the sun's UV light to transition a completely clear Air unit to a purple colorway.   

The shoe launch is paired with the release of Magic Fruity Pebbles cereal. The new variety mirrors the coloration of the Nike 19 Lows: with crispy red and yellow rice flakes that magically turn milk purple, all with the same great taste from Fruity Pebbles.    

"The Pebbles brand is all about finding new ways to surprise and excite fans," says Leah Broeders, head of licensing, Pebbles cereal. "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. It's truly the biggest partnership since the stone ages."  

Each box of Magic Fruity Pebbles features an on-pack promotion that offers all fans 20% off one single item at Nike.com, and sweepstakes for a chance to win their own pair of the ultra-limited-edition Nike LeBron19 Low color-changing shoes.  

Magic Fruity Pebbles will be available at select retailers nationwide March 7 while supplies last.