“Sticky Kicks are impractical, unnecessary, and completely over the top, which is exactly why we love them,” Ellie Doty, senior vice president and chief brand officer at Denny’s, said.
Denny’s closing most restaurants than originally planned
Last year it said it would be shutting down 150 of its locations — about 10% — in unprofitable areas. Now, the diner chain is closing an additional 30 locations bringing to total to 180.
Scripps News
Denny’s is stepping into a new market with the upcoming release of its limited edition product, Sticky Kicks, the “first-ever sneakers made with real Denny’s syrup.”
Launching on National Maple Syrup Day, Wednesday, Dec. 17, Denny’s Sticky Kicks were created in collaboration with footwear artist and designer, Mache.
“These limited-edition high-top sneakers pay tribute to the sweet stuff that makes every Grand Slam irresistible,” the Spartanburg, South Carolina-headquartered diner-style restaurant chain said in a news release.
Each pair of Sticky kicks features a clear and sealed panel that displays real Denny’s syrup inside, “making them equal parts diner art and streetwear statement,” according to the company. Additionally, the sneakers were designed with syrup-colored patent leather, tumbled yellow accents and the Denny’s logo embossed on the heel.
“Sticky Kicks are impractical, unnecessary, and completely over the top, which is exactly why we love them,” Ellie Doty, senior vice president and chief brand officer at Denny’s, said in a statement. “At Denny’s, syrup isn’t just something we serve. It’s part of who we are. It’s our golden thread. So, it only makes sense we’d be the first to turn it into fashion.”
Here’s how to score yourself a pair of Sticky Kicks on National Maple Syrup Day.
How to buy Denny’s Sticky Kicks
Denny’s Sticky Kicks will drop on Dec. 17 at 12 p.m. ET exclusively at DinerDrip.com. Due to the sneakers’ “bespoke design and limited run,” only a select few fans will be able to purchase the “sugary status symbol,” according to Denny’s.
First access will be granted to Denny’s Rewards members, who will receive a special code to unlock the site and can then place their order an hour earlier than non-members. Guests who are not Rewards members can still sign up before the drop.
Sticky Kicks will be available in adult men’s sizes 8-13 and retail for $195, according to Denny’s. The company is warning customers not to “puncture the shoes or eat the syrup from the shoes for any reason,” as the “drips are for style only.”
Why is Denny’s making sneakers?
Denny’s Sticky Kicks is the brand’s latest attempt to “merge diner culture with pop culture in unexpected ways,” the chain said in its news release.
“Sticky Kicks was just the right mix of over the top theming and maintaining the high standards of materials and fabrications that our sneakers are known for,” shoe designer Dan Gamache, better known as Mache, said in a statement. “Though it had its sticky moments in the research and development phases, creating this true collector’s shoe is something we are all so proud of.”
Fans interested in buying a pair of Sticky Kicks can follow Denny’s on social media for sneak peeks and updates on the drop, according to the brand.
Jonathan Limehouse covers breaking and trending news for USA TODAY. Reach him at JLimehouse@gannett.com.
