Snap, Crackle, and Hip Hop

Brand extension makes for strange bedfellows, perhaps none stranger than two which were recently announced. Kellogg’s graces most of our breakfast tables, so we suppose it’s as likely a candidate as any to join the ranks of urban fashion brands. Visit their partner, Under the Hood, to review such items as Dig 'Em and Tony the Tiger neon T-shirts, Froot Loops and Rice Krispies track jackets, and a Frosted Flakes padded nylon jacket.

Those whose tastes gravitate more toward the concert hall may reach instead for a pair of Lang Lang Adidas Gazelle sneakers. The Chinese piano virtuoso seems like a stretch to us for a sports brand. Whether his athleticism at the New York Philharmonic translates into relevance in the New York Marathon remains to be seen.

No doubt each of these taps into a well-researched market demand – but are they the right fit for the brand?