For the Youngbloods
A Nike x Wheaties Seeding Kit Collaboration.
Cross Brand Collaboration
Social Media Impact
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.