Serta is giving consumers a chance to experience the feeling of a mattress on the soles of their feet.
The mattress and bedding company has partnered with hip-hop artist and producer DJ Clark Kent to release a limited-edition sneaker called the iC1. The cool blue and white sneaker, which has a foam insole, was created with iComfort by Serta UltraCold System, a technology used in Serta’s iComfort mattress line that incorporates carbon fiber to absorb excess heat.
The sneaker is also made with Max Cold Fabric, which incorporates fibers that provide a cooling sensation. Along with mattress material, the unisex shoes include croc, lizard and ostrich embossed leather.
Serta, which merged with ecommerce mattress brand Tuft and Needle in 2018, worked with its lead creative agency Leo Burnett and media agency Crossmedia for the new product rollout. Leo Burnett also created an amusing TV ad for Serta in 2018.
“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,” said Onney Crawley, vice president of brand marketing at Serta, in a statement. “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.”
Each shoe was handmade by DJ Clark Kent and footwear design company Garrixon Studio. The sneakers, which cost $99, are numbered and include a mattress tag with special collection details. The shoes are available for online pre-order on a custom website beginning today, and will be sold at Urban Necessities retailers in New York and Las Vegas beginning Dec. 10.
Ian is an experiential marketing reporter for Adweek where he covers brand activations and experiential trends. Previously, he was an editor for BizBash where he covered events such as CES, Sundance Film Festival, NYC Pride, and C2 Montréal. Originally from Maryland, Zelaya also was a reporter for Baltimore Style magazine and Washington Jewish Week. He has a degree in mass communication from Towson University and lives in Brooklyn.