Nigel Sylvester Brings His Story Full Circle With McDonald’s “1 in 8” Partnership, Better With Time AJ1 Low, and NYC GO Ride
Published
Earlier this month in New York City, McDonald’s invited us out to experience Nigel Sylvester’s latest chapter, one that tied together sneakers, BMX, and the story of where it all began. From flipping burgers as a teenager to flipping the script on what it means to be a global athlete and creator, Nigel’s journey is rooted in McDonald’s “1 in 8” platform, which highlights how one in eight Americans get their start working at McDonald’s. His partnership with the brand, the launch of his latest project with Jordan Brand, the Air Jordan 1 Low Better With Time, and the NYC stop of his GO Ride brought that narrative full circle.
Breakfast at the Arches
The day kicked off at McDonald’s in the Financial District with a VIP breakfast and roundtable. Nigel reflected on his first job as a McDonald’s crew member, emphasizing how those early lessons in discipline, time management, and teamwork were carried into his BMX career and entrepreneurial ventures.
Over McDonald’s breakfast classics, Nigel also discussed his newest Jordan Brand collaboration, the Air Jordan 1 Low Better With Time. Nigel’s very first Jordan project was on the Air Jordan 1 High back in 2018, with the cream-colored pair coming pre-scuffed and worn to mimic an actual sneaker Nigel tore up on his bike. Fast forward to 2022, Jordan Brand would gift Nigel a black version of this AJ 1 High, later informing the design of the Better With Time AJ 1 Low.
Pedal Carts and Crew Member Gifting
After breakfast, guests piled into pedal carts (rickshaws) and rolled through downtown Manhattan, a playful, uniquely New York way to move from one chapter of the day to the next.
At Extra Butter on the Lower East Side, McDonald’s once again took the spotlight. Roughly 20 current crew members were invited and surprised when Nigel gifted each of them a pair of the AJ1 Low Better With Time. The pop-up doubled as an immersive brand space, tying the sneaker’s design language into Nigel’s “better with time” ethos while reinforcing the cultural impact of the partnership.
GO Ride With Ronald
By midday, the action shifted to LES Coleman skatepark, where hundreds of riders gathered for the NYC leg of Nigel’s GO Ride. The crowd included BMX pros, local kids, and even Ronald McDonald.
When the ride began, Nigel led the massive pack through the streets of Manhattan. The crew eventually circled back to Extra Butter, where McDonald’s helped orchestrate another surprise: participants were given early access to purchase the Better With Time AJ1 Low and dive deeper into the pop-up. Inside, Nigel and A$AP Ferg (who just dropped a track inspired by Nigel Sylvester) connected with fans, signing boxes and creating the kind of moments that live far beyond launch day.
Why McDonald’s Mattered
By the time Nigel and his crew headed off to Miami for the next leg of GO Ride, the impact of the New York stop was clear. McDonald’s role was more than sponsorship. The brand hosted breakfast at one of its restaurants, a nod to Nigel’s first job and the “1 in 8” story, highlighted crew members, who not only attended but were surprised with gifted pairs of the AJ1 Lows, and tied the community to product, rewarding GO Ride participants with early access to the sneakers and the pop-up experience.
Nigel Sylvester’s path from the fryer at McDonald's to the front of the pack is proof that some stories, and some sneakers, only get better with time.
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