From Crop to Consumption

Sneaker and snack lovers have met their match with Ruffles' 'Sneaker Stash'

Snack lovers and sneaker-heads have finally found the "grail" of all opportunities with Ruffles' new "Sneaker Stash" program.

This summer, Ruffles, one of the marquee brands from PepsiCo's Frito-Lay division, will be giving away some of the most coveted, sought-after kicks in the sneaker community. Even cultivated sneaker aficionados will be jealous of the grails given away by Ruffles, including a fly newcomer to the sneaker scene: a limited-edition Ruffles-inspired sneaker crafted by custom shoe designer Dominic Chambrone, otherwise known as The Shoe Surgeon.

Ruffles know that its consumers are insanely passionate about both their snacks and their personal style. And when it comes to style, the right shoes make all the difference, from cruising the hallways of work to getting those summer hoops reps in (after all, Ruffles is the Official Chip of the NBA).

To bring these two passions together for its fans, Ruffles has collaborated with The Shoe Surgeon to introduce the Sneaker Stash program. Mr Chambrone, The Shoe Surgeon, rose to prominence in the sneaker community by creating custom sneakers for professional athletes, celebrities and musicians that can sell for upwards of $10,000. Starting 2nd July, Ruffles will be giving away one pair of highly coveted sneakers per day, including The Shoe Surgeon's custom Ruffles-inspired design as the grand prize.

"We're excited to team up with Ruffles to create something completely original for their iconic brand," said Mr Chambrone, The Shoe Surgeon. "This partnership allows fans to really see our vision come to life from start to finish in a fun and unique way with the Ruffles brand."

Fans will have the chance to up their sneaker game by purchasing a bag of Ruffles between July 2 and August 10. On each bag, consumers will find a code to unlock the contest promotion on for a chance to win Ruffles swag, sneaker giveaways and even custom sneakers from The Shoe Surgeon. One lucky sneaker fanatic will win the most coveted prize of all, a limited-edition pair of Ruffles-inspired sneakers from The Shoe Surgeon.

"We've found that our core consumer has really upped their fashion sense, especially when it comes to footwear," said Tina Mahal, vice president of marketing, Frito-Lay North America. "That's why we wanted to bring both worlds together – sneaker culture and snack lovers – because they're often one and the same."