McLaren is getting into sneakers for the first time, as the British luxury carmaker looks to reach more consumers through fashion and streetwear partnerships.
The automaker worked with shoe brand Athletic Propulsion Labs on its footwear debut. The limited edition shoes, called HySpeed, are running shoes in five colors with design elements from McLaren’s supercars, such as its seats and aerodynamics, with a carbon fiber plate and nitrogen-infused cushioning. Executives said the project started from scratch and has been in development for two years.
At $450, the line is APL’s most expensive to date and will be sold at its Los Angeles store and retailers including luxury online store Net-A-Porter, Italy’s Luisa Via Roma, Hong Kong’s Pedder Group Kong and Level Shoes from the United Arab Emirates. .
The HySpeed is McLaren’s latest move in fashion to sell clothing and accessories that generate buzz for the supercar brand. The company has previously linked with designer brands such as Belstaff and Rhude on clothing collections and sells eyewear under the sustainable SunGod brand.
“Collaborative licensing relationships are absolutely what we’re trying to do, whether it’s sunglasses, sneakers or streetwear,” McLaren chief marketing officer Gareth Dunsmore said. The push is about “making sure we remain culturally relevant,” he said.
McLaren is going through a rough patch, with demand for its supercars lagging due to the pandemic and delays making it difficult to launch its latest model, the Artura. Last month, the company said it raised $150 million from shareholders as cash dwindled. Its shareholders include the investment firm Ares Management Corp., the Bahrain sovereign wealth fund Mumtalakat and the Saudi Arabian Public Investment Fund.
At the same time, the McLaren name is finding new fans in the vital US market through its Formula One team as the sport gains viewership in North America with more local races and a hit Netflix show. Inc. featuring McLaren drivers and racing executives. In July, the team signed a multi-year endorsement deal with American footwear brand K-Swiss, whose products will hit stores next year.
APL, a celebrity favorite that has attracted stars like Lady Gaga and Chrissy Teigen, rarely does collaborations but has previously worked with sportswear giant Lululemon Inc. on athletic shoes. The executives said they plan to extend their agreement with McLaren.
“We have a lot of things planned for the future with them,” said APL co-founder Ryan Goldston. “This is a dream come true for us.”
Source: www.autoblog.com