Denny's Will Release Sticky Kicks 2.0 Sneakers
The limited-edition shoes will drop online on October 9 to celebrate National Sneaker Day.
Updated on Oct. 5, 2026 in Dining Out
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Denny's is set to launch its Sticky Kicks 2.0 sneakers on October 9, 2026. Designed in collaboration with artist Mache, the shoes feature syrup-scented hang tags and specific aesthetic details themed around the brand.
Why it matters
The release is part of a promotional campaign for National Sneaker Day, following a previous version of the footwear that sold out rapidly. It serves to drive engagement for the company's loyalty program among its customer base.
The Sticky Kicks 2.0 feature hand-splattered yellow outsoles, blueberry blue laces, and syrup-scented hang tags that contain a QR code for two free buttermilk pancakes with a Grand Slamwich purchase. The previous version sold out in 60 seconds.
The players
Denny's
Headquartered in Spartanburg, S.C., this casual dining chain operates 1,459 restaurants globally.
Mache
He is an artist and custom sneaker designer who collaborated with the restaurant brand on this project.
The details
The sneakers will be available exclusively through DinerDrip.com during a three-hour window. To secure an access code, customers must register for the Denny's Rewards program and opt into SMS messaging by the specified deadline.
Timeline
October 8, 2026, 12:00 PM EST: Deadline to opt into SMS for access code.
October 9, 2026, 12:00 AM - 3:00 AM EST: Sneaker purchase window on DinerDrip.com.
Culture Shift
This release reflects the broader industry shift toward using limited-edition merchandise to cultivate brand identity and drive digital engagement. The strategy mirrors the rise of brand-driven limited edition merchandise designed to capture consumer attention in a crowded retail market.
To participate, customers must sign up for the rewards program and manage the timing of their online purchase during the overnight window. The syrup-scented hang tags provide a practical incentive for shoppers by offering free food with a specific menu purchase.
The takeaway
Limited-edition brand merchandise remains a powerful tool for driving immediate digital engagement and loyalty program growth. Consumers should be prepared for high competition, as previous iterations of this specific product saw sellout times as short as 60 seconds.
Further reading
For more on how major food brands interact with their customer base, visit the Dining Out section.
More information
To join the list for the upcoming release, visit the Denny's Rewards program sign up.
Live Poll
Would you attempt to purchase limited-edition sneakers released by a restaurant brand?
