Who said that luxury cars and fashion don’t mix? Certainly not McLaren, which is trying its hand at sneakers, in collaboration with Athletic Propulsion Labs.
Luxury carmaker McLaren Group is getting into sneakers for the first time, in an effort to reach more consumers through fashion and streetwear partnerships.
The automaker has partnered with Los Angeles-based performance footwear brand Athletic Propulsion Labs (APL) to create a sneaker called “HySpeed.” The limited edition line consists of racing sneakers available in five colorways, featuring F1 and supercar-inspired technology. They feature a carbon fiber upper, nitrogen-inflated sole and three-piece heel padding inspired by the seats in McLaren’s Senna hypercar.
Voir cette publication sur Instagram
“Over the past two years, the APL and McLaren teams have collaborated on countless design sketches, many different construction techniques, extensive product testing and sample rounds to create the most unique performance shoe the market has ever seen,” explain APL co-founders Adam and Ryan Goldston before adding, “Working with McLaren has been a dream come true for us at APL. McLaren’s history of design and performance is unmatched and the team’s expertise and attention to detail really shines through in this collaboration.”
Not surprisingly, Formula 1 attracts a huge amount of spectators and viewers, making brands and potential brand partnerships highly visible. In addition, the sport, accessible in the netflix documentary series, “Drive to Survive,” allows for a younger audience to become interested.
McLaren’s diversification comes at a time when the British carmaker is hoping to find a new lease of life with the arrival of Michael Leiters as CEO on July 1. An appointment that also comes in the context of movements around the shareholding of the company, currently in the hands of Mumtalakat, the sovereign wealth fund of Bahrain which is the majority shareholder. McLaren sold part of its subsidiary last year, as part of a reorganization made necessary by the economic difficulties it encountered after the pandemic. For several months, Mclaren has also been at the heart of rumors according to which negotiations are underway with Audi for a buyout of the brand by the German manufacturer, which wants to enter Formula 1 by 2026.
Read also > The Artura, Mclaren’s first hybrid model
Featured photo : © Athletic Propulsion Labs
What's Your Reaction?
Passionnée depuis son plus jeune âge par l’art et la mode, Hélène s’oriente vers une école de stylisme, l’Atelier Chardon-Savard à Paris, avec une option Communication. Afin d’ajouter des cordes à son arc, elle décide de compléter sa formation par un MBA en Management du Luxe et Marketing Expérientiel à l’Institut Supérieur de Gestion à Paris dont elle sort diplômée en 2020. Elle a notamment écrit des articles lifestyle et beauté pour le magazine Do it in Paris et se spécialise en rédaction d’articles concernant le luxe, l’art et la mode au sein du magazine Luxus Plus.********** [EN] Passionate about art and fashion from a young age, Hélène went to a fashion design school, Atelier Chardon-Savard in Paris, with a Communication option. In order to add more strings to her bow, she decided to complete her education with an MBA in Luxury Management and Experiential Marketing at the Institut Supérieur de Gestion in Paris from which she graduated in 2020. She has written lifestyle and beauty articles for Do it in Paris magazine and specializes in writing articles about luxury, art and fashion for Luxus Plus magazine.