Posted by Denny’s Turns Syrup Into Fashion Statement with Limited Release Tennis Shoes
It’s not April Fool’s – it’s National Maple Syrup Day. And to prove that truth is often stranger than fiction, Denny’s is celebrating by offering a limited release tennis shoe made with genuine maple syrup.
That’s right. “Sticky Kicks” as the shoe is coined, is Denny’s foray into combining food with fashion, which the iconic American diner insists is a natural marketing progression and they were simply the first ones to get there.
Last week the restaurant chain that has survived 72 years of morphing American culture announced their release of the high-top tennis shoe crafted in honor of National Maple Syrup Day, which is designated for December 17th.
“At Denny’s, syrup isn’t just something we serve. It’s part of who we are,” said Denny’s Senior Vice President and Chief Brand Officer, Ellie Doty, in a press release. “It’s our golden thread. It only makes sense we’d be the first to turn it into fashion.”
The Denny’s high top tennies contain clear sealed pockets filled with actual maple syrup. The theme continues with syrup-colored patent leather, yellow accents, and Denny’s embossed logo on the heels, which Denny’s says makes the shoes “equal parts diner art and streetwear statement.”
The footwear is not intended for edible purposes, however. Denny’s facetiously warns consumers not to puncture the shoes or eat the syrup from the shoes for any reason, noting “These drips are for style only.”
Sneaker collaborations are not actually new for restaurants, but Denny’s may be the most unique. “Sticky Kicks are impractical, unnecessary and completely over the top, which is exactly why we love them,” says Doty, though the restaurant brand does hold the undisputed title for creating the “World’s First Sneakers Made with Real Syrup.”
The shoes were created in collaboration with footwear artist and designer Mache, and will come available for purchase at 12pm on December 17th at Denny’s merchandise site, but you’ll have to hurry if you want a collector’s pair, since Denny’s Rewards members get first dibs an hour before.
The Sticky Kicks shoe represents Denny’s latest strategic effort to “merge diner culture with pop culture in unexpected ways.” The “unexpected” element has certainly been accomplished, which leaves one to wonder – what will they do next? Read the full article here.