[ad_1]
McLaren is foraying into sneakers for the first time as the British luxury carmaker looks to reach more consumers through a fashion and streetwear partnership.
The automaker worked with Athletic Propulsion Labs on the shoe’s debut. The limited-edition shoes called the HiSpeed are trainers that incorporate design elements from McLaren supercars, such as the seats and aerodynamics, with carbon fiber plates and nitrogen-infused cushions in five colors. The project was started from scratch and has been in development for two years, the executives said.
At $450, the line is priced at APL to date, with stores in Los Angeles and online retailers including luxury store Net-A-Porter, Italy’s Luisa Via Roma, Hong Kong’s Peder Group and Step Shoes from the United Arab Emirates. .
Highspeed is McLaren’s latest fad to sell apparel and accessories inspired by the supercar brand. The company has previously partnered with designer labels on clothing collections, including Belstaff and Ruth, and sells eyewear through the sustainable SunGod.
McLaren marketing officer Gareth Dunsmore said: “Co-licensing is what we try to do whether it’s sunglasses, sneakers or streetwear. The push is to “make sure we stay culturally relevant,” he said.
McLaren is going through a difficult time with the pandemic delaying demand for its supercars and hampering the launch of its latest model, the Artura. Last month, the company announced that it was able to raise $150 million from shareholders as its cash flow dwindled. Its shareholders include investment firm Ares Management Corporation, Bahrain’s sovereign wealth fund Mumtalakat and Saudi Arabia’s Public Investment Fund.
At the same time, the McLaren name is gaining traction in North America through its Formula One team and Netflix Inc.’s series featuring McLaren’s racing drivers and executives. The show is finding new fans with the Formula One team. In July, the team signed a multi-year sponsorship deal with US footwear brand K-Swiss, with products set to hit stores next year.
APL, which attracts stars like Lady Gaga and Chrissy Teigen, rarely does collaborations but has previously worked with athletic apparel giant Lululemon Inc. on performance shoes. Executives said they plan to expand their arrangement with McLaren.
“We have a lot of things planned for the future with them,” said APL founder Ryan Goldstein. “This is a dream come true for us.”
[ad_2]
Source link
