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Champion’s New Collaboration Offers a Taste of Iconic Cereal Brands

Though many back-to-school routines are paused this year, Champion Athleticwear aims to keep some traditions on the table through a new partnership with General Mills.

Champion and General Mills recently launched a limited-edition capsule collection featuring popular cereals on classic Champion apparel, including breakfast favorites Lucky Charms, Wheaties, Cinnamon Toast Crunch and Honey Nut Cheerios.

David Robertson, Champion global brand marketing director, said the collection merges both brands in a “genuine and fun way.” The co-branded collection offers a Reverse Weave pullover hoodie and a heritage tee for each cereal brand and a kids’ fleece pullover hoodie and jersey tee. The tops feature screen-printed graphics mirroring designs from each cereal’s box, characters and logos.

The collection’s retail prices span $30 for a kids’ tee to $75 for an adult hoodie, and items can be found on, in select Champion retail stores and at Zumiez.

“Our cereals are beloved by people of all ages and Champion is the perfect brand to team up with for this limited-edition collection,” said Susan Pitt, director of brand experience for General Mills cereal.

In addition to brand recognition that crosses generations, the brands share a commitment to the well-being of kids during this back-to-school season that will find many children learning from home. To help parents and caregivers ease back into the school year, Champion and General Mills is helping No Kid Hungry provide up to 300,000 meals to kids in need across the country.

“We’re also proud to engage No Kid Hungry through this partnership to help provide meals for kids during this unique back to school period and beyond,” Robertson said.