The fast food giant teams up with Nike and NBA star Devin Booker for a shoe that celebrates Arizona’s unique turquoise-arched McDonald’s location. The campaign demonstrates how brands are evolving sneaker launches beyond traditional product photography to create authentic, multi-touchpoint experiences for collectors.
For most of the world, when you think of McDonald’s, you don’t immediately think of sport. But that is not true in the US, where a post-match visit to the “golden arches” is touted as American as apple pie (the McDonald’s version of otherwise). The fast food chain is now hoping to build on its sports association with a new partnership between McDonald’s, Nike and basketballer Devin Booker.
The Nike Book 2 McDonald’s officially drops on June 2nd, 2026 and has been running a teaser campaign in the run up, with a cheeky nod to the unlikely pairing. In it, the fictional clown Ronald McDonald – almost as iconic as the brand’s signature “M” logo – is seen seated on a bench with a pair of sneakers replacing his signature red clown shoes.
Strong imagery support the teaser campaign
Slight twists on American retro classics run through the campaign for the Nike Book 2 McDonald’s. Teaser images have the feel of roadside restaurant billboards, and a lo-fi video references cult classic movies and the nostalgia for video camcorders.
The campaign and the shoe also reference a particular slice of America: Sedona in Arizona. Booker has been playing for the Arizona-based Phoenix Suns since 2015 and says he “returns every offseason” to Sedona.
The McDonald’s in Sedona, Arizona is the only one in the world to have turquoise arches instead of the usual golden, as a nod of respect to the red rock landscape. The sneakers themselves are a sandy color and feature the turquoise blue version of the McDonald’s “M” logo.
Product photos aren’t enough for sneakerheads
As has been seen with many drops from footwear brands lately, the campaign comprises of clear segments:
⏺ A teaser campaign across social media, introducing the color palette and vibe.
⏺ A purchase option outside of the traditional model. Limited colorway was available in advance via the McDonalds App sweepstake.
⏺ A pop-up event. If fans understood the clues in the teaser campaign inviting them to follow the turquoise arches on 5.29, they could purchase a pair in advance of general release. Booker himself made an appearance, garnering more interest for the drop.
⏺ Expanded product. Following Booker’s appearance at the drive-thru in a McDonalds tee, rumors are circulating that the collab will be expanded to include hats and t-shirts.
And in order to be successful, all these elements have to be authentic to all members of the collab, which is one reason why the Nike Book 2 seems to be going down well with fans.
