Serta, a brand committed to innovating in order to provide consumers with comfortable and cool sleep, has extended its comfort technology through a collaboration with hip hop musician and producer DJ Clark Kent to release a limited-edition sneaker.
The new ‘mattress for your feet’ sneaker, the IC1, brings Serta’s strength, resilience, comfort and carbon fiber cooling technology to feet for the first time – engineered to absorbing excess heat and channel it away.
The brand collaborated with hip-hop musician, producer and designer DJ Clark Kent and each pair of sneakers are handmade for Serta by DJ Clark Kent and Garrixon Studios.
The limited edition trainers are all numbered and all include a mattress tag with special collection details.
The iC1 sneaker is unisex and available for $99 at icomfortshoe.com.
The shoes are available for pre-order online at For more information about the sneaker availability, visit www.icomfortshoe.com and at Urban Necessities retail locations in New York City and Las Vegas starting 10 December.
The iC1 claims to be the first sneaker that allows runners to experience an iComfort by Serta mattress without ever lying down and the campaign seeks to position the limited-edition sneaker as ‘officially the coolest sneaker available’ made.
The campaign prioritises PR and online channels.
Wait…we have a shoe?! We're so excited to introduce the new iComfort iC1 collab with @DJClarkKent! Visit https://t.co/bdCMHQ5Fjv for all the #coolest details. #iC1 #coolkicks pic.twitter.com/OlAtCAWOVv
— Serta Mattress (@SertaMattresses) December 4, 2019
“When I was approached by Serta, I was humbled and honored but also very intrigued. It’s not often a mattress company wants to create a shoe, but I was up for the challenge,” said DJ Clark Kent.
“When creating the shoe, I used all premium materials including croc, lizard and ostrich embossed leather mixed with the Serta mattress components and cooling foam. Before this project, I had never thought to put mattress material in a shoe, but it makes sense to bring the comfort and cooling of the iComfort by Serta mattress to the sneaker community.”
“The iComfort by Serta line was created based on in-depth consumer research that found staying cool is the most important feature when it comes to purchasing a mattress,” added Onney Crawley, Vice President of Marketing at Serta.
“We are excited to bring consumers our iComfort by Serta technology in a new and unique way through this limited-edition sneaker designed by DJ Clark Kent. The iC1 is the first wearable mattress for your feet.”
Comment:
Who’d have thought that the answer to the question hot to cut through the competitive clutter and build brand positioning the crowded mattress market seems to be to design and sell your own trainers.
Links:
Serta
https://www.instagram.com/serta/
https://www.facebook.com/sertamattress/
https://twitter.com/SertaMattresses
https://www.youtube.com/user/MattressSerta
IC1 Trainer
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