One of the best things Nike Basketball does with its athletes’ signature kicks is use design elements to tell a story. Sure, they could throw together a couple of colors for no other reason than that they look dope together. But taking some event or incident from the athlete’s life  and incorporating it into his shoe—in a non-cheesy way—gives purpose to a specific colorway.

That’s only part of what’s awesome about the Nike Kyrie 2 “Krispy Kreme.” As a rookie during the 2011-2012 NBA season, Irving and his fellow rook Tristan Thompson were required by the Cavs’ vets to pick up donuts for their postgame indulgence. They always went to Krispy Kreme, which earned the donut shop a place in basketball history. Now Nike has borrowed Krispy Kreme colors for Kyrie’s latest shoe.

Taking things to another level entirely, the Krispy Kreme truck will be carrying limited numbers of Kyrie 2 sneakers across the country from Nike headquarters in Portland, Oregon to Cleveland, Baltimore, Harlem and Brooklyn. The shoes are displayed in glass cases on the side of the truck, and the truck has a basketball hoop attached to the back.

The clincher: the shoes come in the same box Krispy Kreme uses to package your donuts.

Nike marketing gurus: you’ve outdone yourself.