Serta • iC1 shoe • Activation
How do you generate hype around a new mattress, when no one is lining up to try mattresses?
You take the mattress technology and put it into something people want to try on: shoes.
We collaborated with DJ Clark Kent and Garrixon to create the iC1, a one-of-a-kind shoe made from cooling iComfort materials.
Inside every iC1 is UltraCold™ carbon fiber-infused memory foam and high-performance Max Cold™ fabric, designed to help pull the heat away from your feet and leave you with a cool, comfortable feeling.
And as it turns out, despite designing 80+ shoes in collaboration with Nike, Adidas and other huge brands, DJCK had never developed an original silhouette – a tidbit that came out during the filming of our mini-documentary about his design process:
Hypebeast Love
You know you’ve made a shoe with street cred when a pair shows up on eBay. #HypeGoals
Awards
The One Show 2020 - Shortlist - Product
ADC 99th Annual Awards - Merit - Apparel
ADC 99th Annual Awards - Merit - Footwear