Denny's Sticky Kicks: high-tops with real maple syrup inside sell out in 60 seconds

Denny's, the American diner chain founded in the 1950s, had gone from pop-culture staple to a 'value-driven utility' in the eyes of younger eaters. Its brand team, with PR agency FINN Partners, wanted a Gen Z cultural moment — and decided the answer was syrup, the condiment it pours over its Grand Slam breakfasts.

On 9–10 December 2025 the chain unveiled Sticky Kicks, a collaboration with footwear artist Mache: limited high-top sneakers in syrup-gold patent leather with tumbled yellow panels, an embossed Denny's logo, and real Denny's maple syrup sealed inside a transparent panel. 'Sticky Kicks are impractical, unnecessary and completely over the top, which is exactly why we love them,' said chief brand officer Ellie Doty. The release carried a warning: 'Do not puncture the shoes or eat the syrup from the shoes for any reason. These drips are for style only.'

The $195 shoes, in men's sizes 8–13, dropped on 17 December — National Maple Syrup Day — at noon ET, exclusively on the dinerdrip.com microsite. Denny's Rewards members unlocked the site an hour early with a special code, a tiered-access structure meant to turn hype into lasting loyalty sign-ups. According to FINN Partners, the stock disappeared in roughly 60 seconds, resale prices climbed past $1,500, and the stunt generated more than 2 billion earned-media impressions across 50+ national features, including The Late Show with Stephen Colbert and Good Morning America.

At the 30th annual Webby Awards in April 2026, the jury named Denny's Sticky Kicks the winner for Best Launch or Drop in Advertising, Media & PR. FINN's case study credits the drop with roughly 254 million social impressions, 9,000+ new Denny's Rewards leads and a 100% year-over-year jump in the brand's share of voice.