Froot Loops is stepping deeper into the culture this season, teaming up with Chicago designer Kristopher Kites to transform decades of hip-hop shoutouts into collectible, hand-crafted jewellery.
If it feels like Froot Loops has always been part of the soundtrack — it has. The iconic cereal has been name-checked in more than 1,000 hip-hop tracks, across artists, eras, and coasts. Now, the brand is celebrating those lyrical easter eggs with a new campaign created by a Publicis Groupe Power of One team led by Leo Chicago, Le Truc, MSL, and Starcom, with culture strategy from Contender.
The initiative, dubbed “Follow Your Ears,” blends cereal nostalgia with the style, swagger, and neighbourhood creativity that helped define hip-hop. And at the center is Kites, whose sculptural designs have become a staple in the Chicago art and fashion scene.
Turning Bars into Bling
Kites created two exclusive pieces — a necklace with pendant, and a custom watch — inspired directly by the sonic playfulness and visual world of Froot Loops. The pieces mix bold colors, Toucan Sam-inspired gemstones, and inventive polishing techniques to reimagine cereal references as wearable art.
Fans can enter to win the pieces on the Froot Loops Instagram and TikTok pages. The brand is also giving away 100 additional Kites-designed accessories.
Hip-Hop Cities Get Their Own Art Drops
Alongside the jewellery collab, Froot Loops commissioned new poster art from local artists in five cities with deep hip-hop roots:
- New York City – Andre Trenier
- Los Angeles – Brittney Price
- Chicago – Joseph Anthony Perez
- Houston – Mario Figueroa Jr.
The posters serve as visual love letters to the communities that have kept Froot Loops in the culture for generations. “As the brand continues to evolve, we want to honor the artists and voices who helped cement Froot Loops as a cultural staple,” said Ryan Versfeld, brand marketing director at WK Kellogg Co.
With “Follow Your Ears,” the cereal aisle meets streetwear, jewelry craft, music history, and a reminder that playful creativity is as much a part of hip-hop as any beat.
ALSO READ:
Chew 5 Gum turns TikTok fan reactions into animation
