Champion X General Mills collection
Sep 03, 2020 • By

Champion x General Mills reimagines nostalgic cereal brands

In partnership with General Mills, Champion Athleticwear has launched a limited-edition capsule collection featuring popular cereals on Classic Champion apparel. 

Champion collection Wheaties assortment

The new Champion x General Mills collection includes Lucky Charms, Wheaties, Cinnamon Toast Crunch and Honey Nut Cheerios with reimagined characters and fresh designs.  

“We are always searching for amazing content that’s unique, nostalgic and on trend to maximize relevance amongst Champion’s broad consumer base,” says Matt Watermanvice president and general manager of Champion Athleticwear, North America. “While in content discovery we recognized the iconic nature of General Mills’ most well-known cereal franchises/characters. From Wheaties (The Breakfast of Champions) with its authentic sports heritage to Lucky’s cross generational “Charm” this was an opportunity we couldn’t pass up.”  

Unique designs for the collection feature Lucky wearing a Champion hoodie, the Champion logo with a hint of honey for Honey Nut Cheerios and a play on words for “Cinnamon Toast Champion.” 

Champion collection

“This is our first collaboration with Champion,” says Caitlin Leivermann, assistant brand experience manager at General Mills. “When we had the opportunity to team up, it felt like the perfect fit. We’re excited to bring our cereal characters to life with them in a unique way.” 

Products are available on, in select Champion stores and at Zumiez.

Wheaties and Kids styles are exclusive to and Champion Stores. 

Champions collection Lucky Charms

To help parents ease back into school and breakfast time, Champion is donating the equivalent of 300,000* meals to No Kid Hungry to ensure students have the meals they need to do well this school year. 

“Given the current environment we also felt this was the perfect opportunity to give back by partnering with a well-known General Mills partner, No Kid Hungry,” says Waterman. “In celebration of this capsule, Champion has made a direct donation (equivalent to 300,000 meals) to to ensure kids everywhere get the breakfast they need to learn, focus and thrive.” 

To learn more about the Champion x General Mills collection, visit and follow the brand on InstagramTwitter and Facebook. 

*$1 can provide up to 10 meals. Meal equivalency varies during COVID-19 relief. Learn more at 

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