With branded shoes, calendars and more, food companies are banking on customers having an appetite for collectibles. The consumables industry is looking past free samples to inedible – but just as delicious – measures of brand penetration.

Eat Like LeBron? Feet Like LeBron? Why Not Both?

In honor of the NBA legend LeBron James’ recent 40,000-point milestone, Nike released the LeBron 4 “Fruity PEBBLES” sneakers early last month. James’ favorite childhood cereal brand, Fruity Pebbles decorate the milky white sneaker’s base, and the outsole is rainbow-colored.

The cereal-themed shoes, priced originally at $250, might not have been a slam dunk, however, as recent purchases on resale site StockX have been below retail price. This marks a stark departure from Nike’s 2020 collaboration with ice cream brand Ben & Jerry’s, with the “Chunky Dunky” sneakers now reselling at over $1,000 after an initial retail price of $100.

The sneaker drop is also in collaboration with luxury streetwear brand Kith. The New York-based retailer, which sells Nike products, released a capsule collection with a co-branded Fruity Pebbles box and ceramic cereal bowl. Kith also offered limited-edition Fruity Pebbles ice cream flavors at U.S. locations of Kith Treats, its cereal-based dessert bar.

Coors Light Cools Off Bracket Bustees

Don’t worry, Duke fans, Coors Light has your woes in mind. Looking to take some heat off March Madness, Coors Light released 100 “Countdown to Chill” advent-inspired calendars filled with 21 days (the college basketball tournament’s length) of branded goodies.

For the nervous watcher, Coors offered “Chill” tea, “Dribble Springs” soap to hamper any game-induced sweat and press-on nails for any nail-biters. Aside from a glass slipper charm honoring “Cinderella” teams and “A Little Help Please” candle, you’ll have to be one of the lucky few owners to see the remaining items.

Sold out at the original price of $21 on the Coors website, the calendar fetches a resale price of over $50. Those not looking to cough up the cash can submit their broken brackets for a chance at Coors Light gear, including limited-edition branded sneakers.

Velveeta Hair Dye Is No Cheesy April Fools’ Prank

Eliciting the help of no-fear fashionista Julia Fox, Velveeta showcased its characteristic orange-yellow hue as a branded hair dye. Despite a near-April-Fools’ release, the product is anything but cheesy. “Velveeta Gold” hair color is priced at $7.50 (the same as a Velveeta cheese block) for 4 ounces online.

The semi-permanent dye shone in all its fluorescent glory on the “Uncut Gems” actress, who completed her traffic-stopping look with a yellow fur coat and block of Velveeta in her transparent purse. She appeared in the ensemble at a game for the similarly orange New York Knicks.