The Drum Awards for Marketing - Extended Deadline

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Client: Serta
Date: Dec 2019
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Introducing the first Serta mattress for your feet.

Serta, yes, the mattress company, is bringing its mattress expertise in cooling, strength and resiliency to create a limited-edition sneaker for the first time.

The brand collaborated with hip-hop musician, producer and designer DJ Clark Kent to release the limited-edition sneaker called the iC1 that features unique iComfort by Serta UltraCold System technology. Each iC1 sneaker features 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.

Each sneaker is handmade for Serta by DJ Clark Kent and Garrixon Studios. Sneakers are numbered and include a mattress tag with special collection details. The iC1 sneaker is unisex and available for $99 at icomfortshoe.com.

The shoes are available for pre-order online and at Urban Necessities retail locations in New York City and Las Vegas starting 10 December.