McLaren tries to make the sneaker supercar

McLaren is steering its offerings in a new direction. The British luxury carmaker enlisted Athletic Propulsion Labs (APL) to create its first-ever footwear, a line of limited-edition ‘HySpeed’ racing sneakers infused with design cues from McLaren’s supercars. Carbon fiber plates and nitrogen filled padding make the kicks as inventive as the vehicles themselves.

New management – The HySpeed ​​line, started from scratch, has been in development for two years. Meanwhile, McLaren has tapped into other streetwear collaborations, teaming up with Belstaff and Rhude to create clothing collections and teaming up with sustainable brand SunGod to offer eyewear. “Collaborative licensing relationships are absolutely what we try to do, whether it’s sunglasses, sneakers or streetwear,” Gareth Dunsmore, chief marketing officer of McLaren, Told fashion company. The partnerships ensure that the business “remains culturally relevant”, he added.

Athletic Propulsion Laboratories / McLaren

BF reports that the luxury automaker has “hit a ball”, with demand for its supercars lagging due to the pandemic and delays around the release of its latest model, the Artura. McLaren has recently found new fans, however, thanks to its Formula 1 team highlighted on Netflix. Drive to survive To display. The team signed a multi-year sponsorship deal in July with K-Swiss, meaning the HySpeed ​​line is just the start of McLaren footwear.

Look under the hood — Built with a three-piece segmented midsole, the running trainers feature ample cushioning “pods” aided by APL’s FutureFoam technology. A proprietary nitrogen-infused blend midsole compound covers the pod sequence, resulting in a responsive and energized ride.

A full-length carbon fiber plate completes the HySpeed ​​sneaker, bringing the running shoe up to par with those from industry leaders like Brooks and New Balance. The former has already tapped into nitrogen-infused shoes with his Aurora-BL trainer, while the latter’s FuelCell SuperComp sneakers include carbon fiber plates to deliver higher energy return. McLaren may be new to footwear, but they’ve clearly done their research.

Inspiration from the company’s cars can be seen in the heel padding, which is inspired by the company’s Senna seats for ultra-lightweight comfort and premium support. “Like stepping into a McLaren, it’s about maximizing performance, agility and speed,” Goran Ozbolt, McLaren’s acting design director, said in a press release. Five different colors of the HySpeed ​​shoes are available, with each palette informed by McLaren vehicles.

Step on it – Like the company’s supercars, however, its racing sneakers won’t come cheap. At $450 a pair, the HySpeed ​​shoes are APL’s most expensive to date. The pairs will be sold at the Athletic Propulsion Labs store in Los Angeles, as well as at online retailers including Net to wear, Luisa Via RomaPedder Group, and level shoes.

If you miss, there’s more to come from McLaren and Athletic Propulsion Labs. “We have a lot of things planned for the future with them,” said APL co-founder Ryan Goldston. BF. “It’s a dream come true for us.”

Comments are closed.