NBA star Devin Booker grew up going to the McDonald’s in Sedona, Arizona, which is known for swapping the model’s conventional golden arches for turquoise ones that match the purple rock surroundings. So when the Phoenix Suns participant began sketching concepts for his second signature Nike sneaker, these arches grew to become inspiration.

The result’s the Nike E-book 2 McDonald’s: a white basketball shoe with a turquoise Nike Swoosh and golden arch. To advertise the launch, Nike, McDonald’s, and Wieden+Kennedy New York turned Booker’s longtime behavior of hiding signed, unreleased sneakers in public right into a scavenger hunt that despatched followers into the Arizona desert chasing cryptic clues, eerie Ronald McDonald statues, and a pair of limited-edition sneakers.

As the previous McDonald’s All-American athlete thought-about the best way to launch the shoe, his staff labored with Wieden+Kennedy, inventive company for each McDonald’s and Nike, to present followers entry to one thing sudden: the Nike E-book 2 McDonald’s Pals and Household version, a second limited-edition sneaker in all turquoise.

With sneaker-drop tradition and Booker’s earlier “Finders Keepers” hunts in thoughts, followers weren’t handed the main points in a fastidiously packaged press launch. As an alternative, the footwear have been handled like a uncommon discovery—very similar to turquoise within the desert—with clues directing followers towards the Sedona McDonald’s.

Alongside immersive billboards in New York, Los Angeles, and Sedona, clues have been hidden in a sequence of social movies. Shot in opposition to a mysterious desert backdrop with a classic camcorder, the movies created a found-footage impact.

Posted with the query “Ronald?”, the primary movie reveals an old-school Ronald McDonald statue—as soon as a staple of eating places from the Nineteen Seventies by way of the 2000s—sitting on a bench on the fringe of a desert cliff, carrying a particular pair of turquoise footwear.