For the first time in 17 years, Nike re-released their Air Max 90 Bacons; a sneakerhead holy grail, and they did it on the biggest sneaker holiday of the year, Air Max Day. The public learned of the re-release just three weeks before the drop. But as America’s #1 bacon, Oscar Mayer couldn’t let Nike steal the bacon spotlight. So, with little time to act, the brand got something sizzling, creating the world’s first bacon-scented shoelaces that were literally cold smoked with actual Oscar Mayer bacon. Oscar Mayer dropped the laces on Air Max Day alongside the 90 Bacons. To nab a pair all you had to do was tweet with #OscarCookMyKicks. With one fresh from the skillet shoelace drop, Oscar Mayer delighted sneakerheads, made 90 Bacons smell authentic and hijacked the cultural conversation, generating over 643MM earned impressions.