For its 50th anniversary, Mattel's Hot Wheels partnered with Chevrolet to make a life-size Hot Wheels car in July, and now the company has teamed up with fashion brand Puma to create a Hot Wheels sneaker for $130.
The Puma RS-X silhouette, part of Puma's new RS-X line, is a custom sneaker inspired by Hot Wheels' anniversary edition Camaro toy car released in 2018 and "The Boneshaker," an open-roof toy car released in 2006.
The sneakers have a black sole, lace guard and toe with blue and yellow detailing. Puma launched the RS-X line this year, inspired by the brand's 1980s Running System (RS) line.
Puma has also collaborated with Hasbro Inc. to produce a Transformers sneaker collection, with themes around characters Bumblebee (a yellow autobot that transforms into a car) and Optimus Prime (a red and blue autobot that transforms into a semi truck).
The Transformers shoes will be available in December.
In another recent pop culture collaboration, Adidas teamed up with "Dragonball Z," a popular animated action-adventure series produced in Japan, for a collection of Dragonball Z sneakers in seven designs. The shoes were unveiled in September.
The global athletic footwear market was valued at $64 billion last year, according to a report by Grand View Research published in April. Footwear collaborations date back to 1984 when Michael Jordan collaborated with Nike to produce Nike Air Jordans.
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