Nigel Sylvester’s annual GO Ride returned to NYC for its third year, but this time with a special twist that made it more than just another BMX event. Through McDonald’s innovative “1 in 8” program, which celebrates former crew members who have gone on to achieve remarkable success, this year’s event also served as a vibrant tribute to Nigel’s upcoming Air Jordan 1 Low “Better With Time” sneaker. The release embodies his journey of patience, growth, and passion, seamlessly blending BMX culture with personal storytelling.
JustFreshKicks was invited for a VIP breakfast and got exclusive time with Nigel before the ride began, giving us a front-row seat to what would become one of the most meaningful community events of the year.
The shoe is a metaphor for the parts of life that deepen instead of fade: relationships, passion projects, and personal growth. We all want quick wins, but the stuff that lasts usually arrives slowly. Patience has a look. Presence has a texture. Nigel’s riding is the cleanest example and that rhythm shows up on his AJ1s, right down to the aged edges.
The McDonald’s 1 in 8 Program
Before the global tours and viral films, Nigel Sylvester clocked shifts at McDonald’s, saving for his next bike. That job taught him discipline, time management, and hustle. These skills didn’t just pay the bills, but they built his foundation. The McDonald’s “1 in 8” program, which Nigel is part of, highlights that one in eight Americans has worked at McDonald’s, emphasizing how these early jobs foster essential life skills that fuel future success. The program celebrates this shared experience, connecting a diverse community of former crew members who carry those lessons forward.
Nigel’s partnership brings this full circle: he’s repping the 1 in 8 community as a past crew member, giving back authentically by gifting exclusive Air Jordan 1 Low “Better With Time” pairs to McDonald’s crew members in a gesture that says, “I remember where I came from.” It’s gratitude with laces on.
The long arc of a creator
If you’ve been tracking Nigel’s path, you know this wasn’t sudden. The Nike SB “S.O.M.P.” Dunk High in 2014 broke ground as a BMX link-up. In 2018, the first Air Jordan 1 collab was hand-distressed to mimic actual wear. He rewrote what a BMX x Jordan story could look like. He’s customized Air Force 1s, rolled out the Jordan Biking Co. concept, and even dropped a one-of-one Fendi BMX. The man treats design like a narrative medium. He also built a career outside the contest circuit. The GO series is a first-person lens on movement and city, which pulled millions in, not with medals, but with a point of view.
We’re living fast. Scrolls fly by; hype cycles reset weekly. This shoe pushes back. It asks for patience, either on foot or in life. Wear it. Mark it up. Let the edges fray. Let the leather show the miles and the moments. Some things don’t fade; they deepen.
Breakfast with Nigel
Before diving into the day’s action, we started the morning over breakfast with Nigel and the McDonald’s crew. We covered everything from sneaker news to his Jordan Brand future, and his genuine excitement for the day’s ride was palpable. Nigel was kind, grateful, and clearly doing what he loves. When asked about his favorite part of GO Ride events, he shared a sentiment that perfectly captures his approach: “Riding with the kids—that’s what it’s all about. Seeing their faces light up when they realize what’s possible on a bike.”
Our exclusive time with Nigel revealed insights into both his McDonald’s experience and his philosophy on storytelling through design. Here are the highlights from our conversation:
Can you share a specific story from your time at McDonald’s that shaped your perspective as a BMX athlete or entrepreneur?
Nigel Sylvester: “I think it’s the overall sentiment of things I learned. From working in a team setting, the responsibility of showing up on time, being diligent, and working hard. Like, you know, going in, working those shifts, and working doubles. With the thought, like, man, I’m saving up to get my next bike. It was more than just the actual dollars; it’s the opportunity that it gave me, you know? And also, just two of my best friends worked at the same time. So that was super cool.
We noticed that you like telling stories, and your stories always continue into the packaging of your shoes. Why is the packaging so important to you?
Nigel Sylvester: “The packaging is the first interaction that you have with the sneakers. I always pay so close attention to my rollout. From the moment that people hear I’m doing a shoe to the moment they get the shoe on their foot, I want that whole journey to be considered. So I think it’s important that the moment the consumer touches the product, that journey continues.
This philosophy explains why the “Better With Time” packaging includes that hand-drawn bike on the inside box lid—it’s Nigel’s personal touch, showing how much it means to him to tell his story through every detail.
Extra Butter Pop-Up
After breakfast, Extra Butter held a Pop-Up where we got the chance to examine the “Better With Time” Air Jordan 1 Low up close, and the details were even more impressive in person.
The lateral swoosh removal with the traced outline, the aged midsole and outsole, the distressed marks throughout—each element told a story. The hand-drawn bike on the inside box lid wasn’t just a design element; it was proof of the personal touch Nigel puts into these collaborations.
GO Ride Through NYC
The community gathering point buzzed with energy as riders from all backgrounds came together. Then came the surprise of the day: Ronald McDonald himself made an appearance on a Citi Bike, perfectly capturing the playful spirit of the event.
The ride through NYC was a celebration of movement, creativity, and camaraderie. Tricks were pulled, content was captured, and the city became our playground. The final stop back at Extra Butter brought free water and McDonald’s food for riders, and an unexpected treat: A$AP Ferg previewed his new “Bike Air Anthem”, a catchy song to encapsulate the event.
The grand finale saw Nigel and Ronald McDonald tossing GO Ride merch from a food truck, a fitting close that embodied the event’s community spirit and the full-circle nature of the partnership.
Props to McDonald’s and Nigel for hosting such an event that brought together community, culture, and creativity. The GO Ride NYC 2025 wasn’t just about BMX or sneakers—it was about celebrating the journey, honoring the process, and recognizing that the best things in life don’t happen overnight.
For readers who want to dive deeper into the sneaker details, [check out our full breakdown of the Nigel Sylvester x Air Jordan 1 Low “Better With Time” here].
The event proved that when brands and creators come together with authentic purpose, the result is something that resonates far beyond the immediate community. It’s about building something that lasts, something that gets better with time.
Every pedal. Every scuff. Every moment. Better with time.
