Gen Z loves Nike Air Force 1, but yellowing sneakers are their biggest headache.

Hellmann’s stepped in with a game-changing fix: a shoe shiner that spreads mayo-yellow to cover discoloration and keep kicks fresh.

From viral billboards to live shoe rescue trucks at SneakerCon and outside stores, this campaign turned Hellmann’s into the unexpected hero of sneaker culture.

Hellmann’s Shoe Shiner. Spread on, step up.