A new Cheetos and Bad Bunny collaboration is introducing fans to an exclusive, limited-edition Adidas fashion collection by using innovative digital technology that involves a little Cheetos dust.
Starting today, Cheetos fans can visit the Cheetle iD website to score early access to the Cheetos x Bad Bunny Collection by Adidas. But there's a catch: Fans must eat Cheetos and use the cheddar dust on their fingertips, better known as “cheetle,” to try and unlock the exclusive fashion collection.
The brand is using what it calls "Cheetle iD" digital technology to detect if people have Cheetle on their fingertips. This promotion is only available to the first 100 fans who pass the inspection. Those who can't get their hands on Cheetos will have to wait until the official collection drops on Aug. 6 to make a purchase. The collection features a loose-fitted bright orange cheetah tracksuit along with two cheetah jersey-like tops, wearable for men and women.
The Cheetos fashion drop follows recent moves by other brands to score attention with special apparel. Panera recently released branded swimwear plugging its soup, while Vizzy hard seltzer also got into the branded swimwear game. Cheetos, which is owned by PepsiCo's Frito-Lay, is seeking to win attention by pairing a rising Latino multi-platinum recording artist, its Chester mascot, and a highly sought out athletic brand. The brand calls it “the hottest fashion collab of the summer.”
The fashion line is an extension of the first Deja tu Huella campaign between Cheetos and Bad Bunny, which was launched in 2020. Deja tu Huella translates to “leave your mark.”