Oh man, sneakerheads, do we have news for you.
To celebrate the 45th anniversary of the moon landing, GE — yes, General Electric — is dipping a toe into the footwear biz with a limited-edition pair of sneakers based on the design of the original GE-made moon boot, which Buzz Aldrin and Neil Armstrong wore into space back in (the summer of) '69.
The unisex shoes, available at Jack Threads for $196.90, are a collaboration between GE and sneaker brand Android Homme — all the better to tap into the community of kicks-obsessed. As GE's Global Director of Innovation Sam Olstein explains, the release is partly a way to use a consumer product as an advertising tool for GE overall, something that the company is likely going to do more of in the future.
In this scenario, Olstein says, they're publicizing the manufacturing giant's material science capabilities. The sneakers are tricked out with a super-durable carbon fiber weave, displayed prominently on the side of the shoe, hydrophobic materials that improve water resistance. Thanks to Scotchlight reflective materials, they'll light up in a club just like they would in space.
So you might not need a carbon fiber shoe that can withstand heats of up to 1000° centigrade in everyday life, but at least you know your new shoes aren't going to fall apart in the next year.
Outside of the materials, the shoes pay homage to the original moon boots in their structure, with a strap at the top as a nod to the boots' buckle. It's a new shape for Android Homme, Olstein said, adding that they worked hard to keep them understated and sleek. They did a nice job of that.
Because this is also a move to target a younger generation, GE is launching its Snapchat profile Wednesday, and Olstein says that Buzz Aldrin is going to be making a guest appearance... so if a world-famous astronaut pops up in your feed, that's what's up with that.
Moon photo: Basharat Alam Shah