Air Jordan 4 (IV) “Wheaties” Custom Shoes by emmanueLabor

Being featured on a Wheaties box means you’ve “made it” in your sport. Of all the greats ever to grace the front of the whole grain flakes’ bright orange box the most well known is surely Michael Jordan. In fact Air Jordan holds the record being featured 18 different times. Aside from Wheaties, Jordan has been the spokesperson for numerous brands and to commemorate them shoe customizer emmanueLabor is making a series of custom shoes based on those brands, called “The Endorsement Pack”. To kick off he chose the breakfast of champions.

Using the Nike Air Jordan IV “military blue” as his base shoe since the blue details fit perfect to the slight use of the color on the General Mills’ boxes. To start the previously white and gray uppers were given two shades of bright orange paint. Yellow was used on the tongue liner to match the “Breakfast of Champions” text. Next each of the back heels plastic tabs were removed and replaced with a stitched lettering that if side by side spells out Wheaties in its classic styling. Known for his use of real materials, for example sand, EL stitched up actual Wheaties flakes in the side panels and because cereal has to have milk he put a spoonful of “mllk” sealed in the tongue tabs. What? How? Well to be honest EL says the cereal is preserved so it can’t go bad and the “milk” is not actual milk but rather liquid mixture to mimic the look. What brands next? Gatorade? Hanes? Rayovac? McDonald’s? Hmmm it will be interesting to see if there is a Nike/Jordan Brand themed custom.

Check back for the next brand of the pack and contact EL via: and follow him on Twitter: @emmanueLabor