Eggo Launch Sneakers To Celebrate New Waffles With Protein

Eggo is celebrating the launch of its new protein-packed Fully Loaded Waffles by launching two custom sneakers designed by legendary sneakerhead Dominic “The Surgeon” Ciambrone and SRGN.

The new Eggo Fully Loaded Waffles boast 10 grams of protein per two-waffle serving, and come in two flavors: Chocolate Chip Brownie, with a chocolate batter and chocolate chips, and Strawberry Delight.

“From satisfying their teens’ growing appetites to satisfying their teens’ growing fashion obsession, parents have a lot on their plate. We’re here to help them beat the chaos around what to eat and what to wear with a protein-packed collab both sneaker collectors and waffle superfans alike will be craving,” Joe Beauprez, Senior Director of Marketing for Frozen Foods at Kellanova, said in a statement. “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.”

Eggo teamed up with SRGN and creator Dominic “The Surgeon” Ciambrone to pay tribute to the “historic waffle-sneaker connection and its influence on waffle-grid-patterned shoe soles.”

The custom Eggo Fully Loaded Kicks, made in Los Angeles, come in two colorways, chocolate brown or a tan caramel with pops of pink, representing the two Fully Loaded Waffles flavors. The suede, waffle-grid-bottomed sneakers also feature “filling” dripping down the midsole, and a hidden zip stash pocket perfect for a packet of syrup to go.

“I’m thrilled to be part of this innovative collaboration with Eggo to help bring the essence of Fully Loaded Waffles onto the canvas of a sneaker,” said Ciambrone, Founder and Creative Director of SRGN. “I grew up eating Eggo waffles for breakfast and throughout the years have seen how influential the waffle-grid soles have become in this industry, so I’m excited to put our own twist on this iconic brand. I hope the fans appreciate the craftsmanship that went into hand making these as much as they’ll enjoy the new flavors.”

Fans will have three opportunities to get their hands on the limited-edition sneakers while supplies last. Starting on Friday, May 17, at 12 p.m. ET, the Eggo Fully Loaded Kicks will be available on for $150 per pair, while supplies last.

Additional lots of sneakers will become available each Friday in May thereafter, starting at 12 p.m. ET. Each pair of sneakers also comes with both flavors of Fully Loaded Waffles.

Eggo said all proceeds from the sneakers will benefit No Kid Hungry, and the company will make an additional donation of $50,000.

Eggo Fully Loaded Waffles are now available at retailers nationwide, and fans can look forward to four additional new Eggo flavors this spring: Cinnamon Churro Waffles, Chocolate Chip Belgian Style Street Waffles, Dark Chocolate Chip Thick and Fluffy Waffles and Mixed Berry Pancakes.

Story via TMX

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