• by Teresa Buyikian , Yesterday

Taco Bell is honoring its inner Gen X-er with its latest collaboration with an icon of skateboarding and gaming culture.

Olympic Gold Medalist and 12-time national skateboarding champion Tony Hawk has joined with Taco Bell to launch the latest iteration of the chain’s Build Your Own Lux Cravings Box (BYOLCB).

The meal’s release July 11 coincides with Activision’s launch of Tony Hawk's Pro Skater 3 + 4, a revamped version of the popular Tony Hawk skater games from the 2000s. Per The Guardian, Hawk’s popular games have collectively grossed over $1.4 billion.

The new BYOLCB is available in $5, $7 or $9 options, and is housed in a themed box that unlocks in-game drop items for Tony Hawk Pro Skater 3+4. The limited edition box is only available to order through the Taco Bell app beginning July 11. Weekly staggered awards include: a Salsa Verde skateboard, Taco Bell hoodie, Taco Bell sweatpants, Verde grip tape and a Taco Bell puffer vest.

"We're seeing one in five Luxe Cravings Boxes being scooped up by Taco Bell first timers, meaning our value is not just satisfying cravings -- it's bringing new fans,” said Taco Bell's CMO Taylor Montgomery in the announcement.

Previous Taco Bell Luxe Cravings Box partners have included singer Doja Cat and basketball star LeBron James.

Taco Bell isn’t just promoting the game through the Tony Hawk collab.  The QSR also features prominently in the game itself, with restaurants appearing in the background of select skate maps.

Uber Eats is the only delivery platform offering the Taco Bell Luxe Box collab, through its Tony Hawk's Pro Skater Bundle. Uber Eats is also holding its own Tony Hawk-themed sweepstakes through its app.

Taco Bell has an early Tony Hawk-themed drop planned this month only for its rewards members. On June 24, 500 limited-edition custom skateboard decks will be released in-app at 2 P.M. PST, with the first 15 personally autographed by Tony Hawk. Additionally, 50,000 early-access demo codes for the new game will be available in-app at 3 P.M. the same day.