McLaren Group is racing its way into the streetwear sphere with the launch of its first-ever line of sneakers.
The line of high-end shoes, appropriately called ‘HySpeed’, takes inspiration from McLaren’s cars and aerodynamics and was created with the help of Athletic Propulsion Labs (APL). It features a carbon fiber plate and nitro-infused cushioning to drive its wearers through the day in comfort and style.
Key designs from the seats of McLaren’s iconic car, the Senna, can be seen on the heel of the shoe to provide support.
The sneakers arrive in five colors: neon green; pink; white; an ombre black and white; and, of course, McLaren Orange.
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The luxury carmaker has previously dipped its toes into the fashion world with help from clothing brands Belstaff and Rhude. It even has a line of sustainable eyewear with the brand SunGod.
According to , McLaren’s chief marketing officer, Gareth Dunsmore, said the shift into streetwear is a strategic plan for the brand to stay relevant culturally.
While the car brand is reportedly struggling financially, McLaren has hit quite a stride recently with its Formula One team, garnering fans in the US thanks to the Netflix show based on the sport. It even struck up another shoe deal with US brand K-Swiss, which intends to launch a new line of products next year.
APL, on the other hand, rarely partners up with other brands but has previously worked with athletic wear company Lululemon. The sneaker brand also states that it plans to expand its partnership with McLaren in the future.
The shoes will be available on APL’s website with a price tag that rivals the McLaren supercars. At US$450, you can own your very own piece of the luxury car brand to travel around in.
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http://www.designtaxi.com/news/419763/McLaren-Unleashes-HySpeed-Sneaker-Line-Inspired-By-Its-Cars/
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