Buzzworthy | Community 3. Sneaker Collab Features Eggo Waffles Sneakerheads who love waffles got a special treat when Eggo engaged The Shoe Surgeon, a Los Angelesbased footwear designer, to create custom kicks celebrating the breakfast brand’s new “Fully Loaded” waffles. The two sneaker styles echo two of the new Eggo flavors – Chocolate Chip Brownie in dark brown suede, and Strawberry Delight in tan suede with hot pink laces and syrup detailing. Both feature waffle-textured uppers and waffle-grid soles. “Waffles are the original inspiration for the iconic sneaker soles of today, so it made perfect sense to kick off our launch with spectacular sneaks that pay homage to this delicious history,” said Joe Beauprez, senior director of marketing for frozen foods at Kellanova, in a statement. The sneakers, handcrafted in LA, sold out at $150 a pair, with proceeds from the limited-edition drop supporting No Kid Hungry. The shoes shipped in a custom box crafted to look like a toaster, and buyers also received both flavors of the new waffle with their purchase. 4. Ore-Ida Introduces ‘Tot-Protecting Pants’ Frozen food giant Ore-Ida enlisted No. 1 tots fan Napoleon Dynamite – actor Jon Heder – in an homage to the film’s 20th anniversary that included a get-’em-whilethey’re-hot apparel promo dubbed “TotProtecting Pants.” The baggy, gray reptile-print joggers look like something straight out of Napoleon’s quirky closet and feature a bright red, food-safe, “kick-resistant” zipper pocket branded with the Ore-Ida logo. They sold out almost immediately. IMAGE: Kellanova IMAGE: Ore-Ida/Kraft Heinz/Hulu PPAI • SEPTEMBER 2024 • 93
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