In Spanish, “tacos” means both tacos and the studs underneath a pair of football boots. Taco Bell turned that coincidence into a limited edition collectible: Taco Bell Taco Cleats. The traditional studs were replaced by miniature metallic replicas of Taco Bell tacos, each designed from the shape of the actual product and engraved with a code for a year of free tacos. Launched during the biggest football moment of the year, the boots transformed the idea “Without tacos, there is no football” into a physical product people could actually own. Released as an exclusive drop through Instagram and the Taco Bell app, they attracted more than 17,000 entries.