Devin Booker’s Book 2 was already rooted in Arizona. So for his McDonald’s collab, we took inspiration from one of the state’s most iconic oddities: the only turquoise Arches in the world, found in Sedona.
The result was a Book 2 colorway you couldn’t buy.
We built a social-first launch designed to get sneakerheads talking before they even knew what was dropping.
Cryptic teasers brought Book to Sedona. Social slowly connected the dots between Devin, McDonald’s and those unmistakable turquoise Arches—before revealing a shoe made exclusively for Friends & Family.
Just 50 pairs were made available to fans through a seven-day sweepstakes in the McDonald’s App—turning one of the most limited shoes of the drop into a reason to tap in and try one of six new McCafé drinks.
Social did the teasing. The internet did the talking. And the App became the place to get them.
There are thousands of McDonald’s restaurants across the country. But only one has turquoise Arches.
What started with a hyper-limited Friends & Family shoe became a social and digital launch spanning feeds, inboxes and the McDonald’s App—and helped build anticipation for the wider Book 2 x McDonald’s release.
And they’re a grail on StockX 👀