Daily Insights

Cereal of Champions

By: Mackenzie Baker | Sep 11, 2020

Champion Activewear serves up a childhood favorite through a new clothing line coated with popular cereal imagery. 

Lucky Charms, Cinnamon Toast Crunch, Wheaties, and Honey Nut Cheerios are a few of the beloved breakfast brands fans can now enjoy beyond the kitchen table. The capsule collection is for sale online and at select retailers that sell Champion. The pullovers, hoodies, and t-shirts all feature graphics and taglines like those seen on the nostalgic cereal boxes, and are available for both children and adults with prices ranging from $30-$75. The clothing collaboration joins an ever-growing list of food and restaurant brands turning to retail to engage loyal consumers, including Dunkin’ and Chipotle.  

By creating comfortable athletic and loungewear, both brands can capitalize on the athleisure trend that has flourished during the Coronavirus pandemic, according to a Gartner report.  However, the athleisure partnership does more than channel childhood nostalgia for consumers, it also actively helps children. Champion and General Mills partnered with No Kid Hungry for the capsule collection by supplying 300,000 meals to children nationwide. The brands are focusing on kids going hungry during the Coronavirus pandemic in particular, with a pledge to supply three meals a day to children and teens struggling to get food. The charity extension could help each brand appeal to socially-conscious consumers, who tend to favor purpose-driven campaigns. Both brands are promoting the partnership and charity initiative on Instagram, Facebook, and Twitter by giving fans a taste of the new apparel. By advertising the collection to each of their respective social audiences, General Mills and Champion could further their reach and engage a wider range of potential shoppers. 

Champion and General Mills’ new branded breakfast apparel could leave customers hungry for more. The capsule collection could serve a spoonful of nostalgia to adult customers and leave an opening for General Mills to turn more of its fan-favorite brands into appetizing apparel in the future.