For the Youngbloods

A Nike x Wheaties Seeding Kit Collaboration.

Global Influencers




Cross Brand Collaboration

Social Media Impact

Product Launch

Nike approached IDL to help drive awareness for the newest Wheaties cover featuring Kyrie Irving, the corresponding launch of the Kyrie 4 colorway shoe, and Kyrie's Hollywood debut in the movie Uncle Drew through an impactful seeding kit experience sent to influencers, athletes and celebrities. This particular Wheaties cover was unique as it was the first time that both the front and back of the box highlighted different athletes. On the flip side, Uncle Drew, Kyrie's alter-ego movie persona was on display.

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The kit garnered unprecedented social media and engagement numbers with over 9.4 million video views across all platforms, with over 2 million views on Kyrie's own Instagram profile. It made an appearance with Scott Van Pelt on Sports Center and spun off numerous creative videos on some of the industry's most popular sneaker blogs.