Virgin America Auctions Pricey One-Of-A-Kind Shoes

Virgin America is showcasing the airline's features in a unique way by introducing the "First Class Shoe," a white leather pair of high-top sneakers that is assembled with all of the components of Virgin's First Class cabin. 

Developed with agency Eleven, the one-of-a-kind shoe features a WiFi enabled hotspot, embossed Virgin America logo, video display, mood lighting, and a built-in phone charger. The top of the shoe is highlighted with a stainless steel seat buckle.

"Virgin America fliers are fashionable, sophisticated, and almost impossible to reach with traditional advertising. But we knew sneaker trends were very popular with our target audience," says Mike McKay, chief creative officer at Eleven. These shoes ensure "our target would actually take notice." 

The one pair is available only via an eBay auction through October 23. With more than 58 submissions, the current high bid is $8,700.

Virgin America isn't lining its own pockets with this project. The proceeds will be donated to Soles4Souls, a non-profit charity committed to fighting poverty through the distribution of shoes and clothing. "We've always admired Soles4soles mission to fight poverty and help clothe the impoverished around the world, and the Virgin America's First Class Shoe auction seemed like a great way for us to help raise money for an incredibly important cause," says McKay. 

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