Eggo®, the beloved breakfast brand, is launching its most protein-packed waffles ever: Eggo Fully Loaded Waffles. Alongside this new offering, Eggo is introducing custom sneakers—Eggo Fully Loaded Kicks—designed by sneakerhead legend Dominic “The Surgeon” Ciambrone.
Eggo Fully Loaded Waffles aims to help parents manage morning chaos by providing a nutritious start to the day. Each two-waffle serving contains 10 grams of protein, making them Eggo’s highest protein offering yet. These waffles are available in Chocolate Chip Brownie and Strawberry Delight flavors and promise to deliver the same delicious taste fans love.
Joe Beauprez, Senior Director of Marketing for Frozen Foods at Kellanova, said, “Waffles are the original inspiration for the iconic sneaker soles of today, so it made perfect sense to kick off our launch with spectacular sneaks that pay homage to this delicious history.”
In a tribute to the historic waffle-sneaker connection, Eggo teamed up with Dominic “The Surgeon” Ciambrone to create the Eggo Fully Loaded Kicks. Handcrafted in Los Angeles, these custom sneakers feature waffle-grid soles, premium suede waffled leather, and delicious details inspired by the new waffle flavors. The sneakers are available in chocolate brown or tan caramel with pink accents, and even include a hidden zip stash pocket for a syrup packet.
In conversation with The Source, The Surgeon speaks on how the unique collaboration perfectly combines breakfast and fashion, ensuring fans are fully loaded from head to toe.
The SOURCE: How did this collaboration come about, and what drew you to partner with Eggo on the project?
It’s nostalgia for me, growing up as a kid, always having it in my freezer. My parents always kept it around. The commercials growing up, the logo, and, for me, food. Growing up, my dad was a chef. We had a restaurant growing up. So for me, when I come across collaborations, especially like this, it’s about how I can really showcase the waffle or the product into a sneaker but do it in a tasteful way and have fun with it and make the commercial cool.
You mentioned the nostalgia pieces, which give the impression that this brand is connected to your heart, your soul, and some core memories. How did you take that and incorporate it into your creative process for designing these unique sneakers?
It’s just the logo, the branding, and the actual waffle pattern. The waffle pattern was something that I was trying to figure out—how do I create that into a material? You can find something stock that looks similar, but I wanted to make something unique and different. So it took me so many renditions to get this right with the team. It’s fun because you can see the waffle and the syrup dripping from the sole. It’s a fun shoe but could also be fashionable and cool.
You mentioned your family, and now you’re a father yourself. How do you navigate your mornings and ensure that your family is good to go? Did your role as a father kind of bleed over into the work that this collaboration was?
Yeah, I think being able to show this to my children of what Eggo means to me growing up and where it’s at now, and to show them that you can have fun doing what you love while working with some of the biggest brands in the world from all different forms. This morning was rougher for me with my kids because of my head cold and just the congestion. But I got through it, and we’re here.
You’ve turned your sneaker passion into a powerhouse and an empire, and that’s not small or easy to do. Can you share some of your insights into going from enthusiast to full-on Shoe Surgeon?
Yeah. I first saw something that was missing for me when I started. I wanted to make something for myself that was different than anyone else could get. So I painted a pair of all-white shoes in camouflage, and I went to school, and everyone tripped, like, “Yo, where’d you get those?” And I said, “Oh, I made them.” So it clicked there. I was 15, 16 years old, and what also changed for me was I saw the paint fall off. Once I saw the paint fall off, I started tripping. I was like, “Yo, how can I make this paint last forever?” For me, it was creating something for myself that didn’t exist. It was to evoke this emotion for myself that I couldn’t get anywhere else. I found out I could create it for myself, and I kept doing it. Then other people started asking me to do stuff for them.
You mentioned how it felt for you to have on a sneaker that you created yourself. What do you hope people, sneakerheads and Eggos fans, feel or experience when they wear these sneakers?
I’ve learned that it’s just about evoking emotion. Emotion could be good, bad, or anything. At the end of the day, as long as you can create emotion, that’s what’s most important. That’s what I’ve been able to do with shoes, clothing, and anything I touch. So, being able to collaborate with Eggo and create food and turn it into a wearable, fun, cool sneaker, I just want someone to enjoy wearing them, and they’re comfortable.
