How ironic: this cereal news has turned my brain into scrambled eggs.

Seriously, I thought General Mills’ recent Cinnamoji Toast Crunch news was so steeped in modern cultural lingo and touchstones that it could be a cognitohazard weaponized by time travelers, but if you showed Pebbles’ latest launch to, say, a Bedrock-era caveman, you’d be more likely to kickstart an esoteric new religion.

But let me try to explain it anyway. Apparently, LeBron James has loved Pebbles cereal since he was a kid, so he’s teamed up with Post and Nike for a new color variant of not-so-new Magic Fruity Pebbles (which taste just like normal Fruity Pebbles, by the way). This cereal includes a coupon for 20% off any one item on Nike.com, as well as a chance to win the star of the promo: a pair of Nike’s LeBron James 19 Low Magic Fruity PEBBLES™ sneakers.

These sneakers are where the real high strangeness kicks off. Not only do they have an image of the red & yellow Magic Pebbles textured onto them, but the shoes, like the cereal, also have a special color-changing technology that I’ll just let the PR folks explain:

“The real magic is the new 19 Low’s Photochromic DCS Technology where the shoe’s airbag uses the power of the sun’s UV light to transition a completely clear Air unit to a purple colorway. This first-time collaboration between Fruity PEBBLES x LeBron means fans everywhere can unlock two colorways, both on and off the court.”

Ope, now I think my scrambled brain’s been burnt into the cast iron pan that is my skull.

Whether or not it’s capable for mere human minds to fully grasp the breadth of this promo, I have to admit the shoes are pretty cool. I’m no baller—not basket, base, or foot, at least. Maybe goof.—but I’d love to wear a pair to like, the grocery store, so I can further cement my status as the most uneasily eager weirdo in the cereal aisle.