Ruffles and LeBron James Introduce New Flamin’ Hot Cheddar and Sour Cream

The new flavor launch follows James’ Ruffles D.N.A. campaign that debuted late last year with a powerful message for fans to embrace the challenges – or “ridges” – they face in life.

“As a kid growing up in Akron, I never imagined where I’d be today, let alone creating a new chip flavor that I know will bring excitement to fans all over,” said James. “It goes to show how learning to own your ridges can change your life, and I believe it’s so important for future generations to understand and embrace what makes them different.”

Leaning into his experience growing up in a single-parent household, James was joined in the Ruffles D.N.A. commercial by four other individuals who owned their ridges and found success on the other side of life’s obstacles to inspire others to do the same. Fans can now head to OwnYourRidges.com to watch new videos and learn more about the people featured in the commercial:

• Sylvester (Sly) Rupert, Sherman Oaks, Calif.: Sly is a single father with three young boys and an outstanding example of someone who stepped up in the face of adversity to serve an active role filling a void in his young children’s lives.

• Justin Bishop, Las Vegas, Nev.: After suddenly losing his vision when he was 25 years old, Justin never gave up on his passion for skateboarding. Since then, Justin is proving that embracing your challenges can help you get one step closer to landing the trick.

• Greg Reynoso, Oakley, Calif.: Greg experienced the stigma that comes with re-entering society after a 10-year prison sentence and used that to keep pushing forward, ultimately leading him to become the owner and founder of his food truck business called Taste This Kitchen.

• Jamie Rodriquez, Long Island, N.Y.: Jamie never let her doubts or disbeliefs of breaking into a male-dominated industry detract her from achieving her dream of being a barber. Instead, she has embraced who she is to advance her creative platform.

With James, Rupert, Bishop, Reynoso and Rodriguez as leading examples of owning your ridges, Ruffles is eager to hear how individuals across the country are owning their ridges by inviting them to join the conversation and post a video on social media with the hashtag #OwnYourRidges for the chance to have their story featured on OwnYourRidges.com.

“Our partnership with LeBron is rooted in positively impacting communities together,” said Stacy Taffet, senior vice president of marketing, Frito-Lay North America. “The Own Your Ridges campaign serves as an inspirational platform to elevate and celebrate those owning their ridges for the world to see, and now we’re eager to celebrate you – the individuals who continue to own their ridges in daily life – as part of this next chapter.”

For more inspiration on how you can own what makes you, you, visit OwnYourRidges.com.

Fans can also check out Snacks.com for more information on the product and the chance to pre-order a collectible bag featuring LeBron James that is only available on the site while supplies last. Ruffles Flamin’ Hot Cheddar & Sour Cream will be available nationwide starting early February, joining Jayson Tatum’s Ruffles Flamin’ Hot BBQ flavor from February 2021 and Anthony Davis’ Ruffles Lime & Jalapeno flavor from January 2020 as the latest chip flavor released by Ruffles and an NBA All-Star. The product is available in 8.5oz bags for $4.79 and 2.5oz bags for $1.99.