To gear up for March Madness, Pizza Hut is launching “Pie Tops,” limited edition high-top sneakers that allow wearers to get pizza delivered to them when clicking a button on the tongue of the shoes, Adweek reported.
The button on the sneakers uses a geolocation that connects with a Pie Tops app (rather than the regular Pizza Hut app) and orders pizza for you.
Pie Tops were conceptualized by ad agency Droga5, who enlisted the Shoe Surgeon (renowned custom shoemaker Dominic Chambrone) to make the shoes by hand.
“We loved it,” David Daniels, vice president of media and advertising for Pizza Hut, told Adweek. “This is one of those ideas that as soon as we saw it, we wanted to buy it. It hit everything we wanted to communicate in this window in a fun, really relevant way. And it was beautifully tied to the thematic of the tournament and the season.”
Only 64 pairs of sneakers were made for the March 6 launch, with a majority set to go out to social media influencers.