Here’s a new angle to your average auto brand launch. A witty online content provider gets a men’s clothing designer to create a “driving shoe”
that debuts alongside the 2016 model launch.
Yet, it is precisely what took place Tuesday in Los Angeles, where the limited-edition HT3 Driving Shoe was showcased along with the
10th-generation Honda Civic. The event was hosted by Thrillist.
The collaboration, including JackThreads, developed the driving shoe to reflect the vehicle’s design
throughout the HT3 sneaker, including the high-quality materials used in the shoe’s development and the seamless silhouette of the shoe itself.
“Partnering with
Thrillist is a fantastic way to connect with our target audience for this vehicle, many who are avid Thrillist readers looking to discover the best in style, automotive, culinary, travel, the list
goes on,” says Phil Hruska, manager of media strategy for American Honda, in a press release.
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The “Design in Drive” campaign includes a custom content series
on Thrillist.com, sponsored by Honda surrounding design and innovation (e.g., The World’s 10 Awesomest
Tunnels and The Best Designed Underground Spaces in America), as well as social and
digital touch points.