British luxury automaker McLaren has announced that it has launched its first running shoes. Thus, the company aims to attract more buyers through partnerships in fashion and streetwear. writes about it BOF.
The automaker developed the sneaker in collaboration with shoe company Athletic Propulsion Labs. The limited-edition lineup, called HySpeed, includes models in five colors inspired by McLaren supercars, such as carbon fiber seats and license plates.
According to the project leaders, the design and production of the sneakers took about two years. A pair of shoes will cost $450.
The British automaker has previously partnered with fashion brands Belstaff and Rhude to create clothing collections and developed eyewear with SunGod.
“Whether it’s sunglasses, sneakers or streetwear, what we’re looking for is definitely a joint-license relationship,” said Gareth Dunsmore, McLaren chief marketing officer. According to him, they “try to stay culturally relevant.”
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