guessing it is fair dinkum!
https://www.businesswire.com/news/home/20191204005195/en/
Coolest Kicks: Serta and DJ Clark Kent Turn the New iComfort Mattress into a Limited-Edition Sneaker
New sneaker brings Serta’s unique carbon fiber cooling technology to your feet for the first time
ATLANTA--(BUSINESS WIRE)--No, you’re not dreaming. Serta, a brand known for its innovation in providing consumers with comfortable sleep, is extending its comfort technology through a collaboration with hip hop musician and producer DJ Clark Kent to release a limited-edition sneaker. For the first time, Serta is bringing its mattress expertise in cooling, strength and resiliency to create a sneaker called the iC1 featuring the unique iComfort by Serta UltraCold System™ technology. Designed in collaboration with DJ Clark Kent, the iC1 is the first sneaker that allows you to experience an iComfort by Serta mattress without ever lying down.
The limited-edition sneaker is officially the “coolest” sneaker available made with the same technology found in an iComfort by Serta mattress, including carbon fiber, engineered to work hard at absorbing excess heat and channel it away. The shoe also includes Max Cold Fabric which is made from high-performance fibers for an instant cool-to-the-touch sensation. The shoe features a foam insole that makes you feel like you’re walking on a cloud... or an iComfort by Serta mattress.
“When I was approached by Serta, I was humbled and honored but also very intrigued. It’s not often a mattress company wants to create a shoe, but I was up for the challenge,” said DJ Clark Kent. “When creating the shoe, I used all premium materials including croc, lizard and ostrich embossed leather mixed with the Serta mattress components and cooling foam. Before this project, I had never thought to put mattress material in a shoe, but it makes sense to bring the comfort and cooling of the iComfort by Serta mattress to the sneaker community.”
Each sneaker is handmade for Serta by DJ Clark Kent and Garrixon Studios. Every shoe is numbered and includes a mattress tag with special collection details. The iC1 sneaker is unisex and will retail for $99. The shoes will be available for pre-order online starting December 4, 2019 and will be sold at Urban Necessities retail locations in New York City and Las Vegas starting December 10, 2019. For more information about the sneaker availability, visit
www.icomfortshoe.com.
https://www.icomfortshoe.com/
(20min delay)