Virgin America
The First Class Shoe

Virgin America wanted to promote their First Class service but they had a big problem, nobody cared. People are too busy checking at what they are interested in or whatever their friends are posting and sharing online. And that’s why we decided we needed to be that thing their friends post about, that thing that everybody would see (and share).  That’s how we came with The First Class Shoe, a unique pair of sneakers designed to include all the amenities you can find on Virgin America First Class.  

The sneakers have USB, wi-fi and phone charger. Yes, tv screen with all the content you can enjoy on the the plane, that too. They are designed in Italy and feature the same white leather as the First Class seats. They also have two fitting positions and they earn Virgin America points as you use them.

The shoes were designed in Italy by one of the leader shoe design studios and they are the first ever shoe to include all of these functions.

The project was an ironic, over-the-top and fun idea that got viral right away, getting into the most relevant urban fashion blogs such as SneakerFreaker, Highsnobiety or Hypebeast. From there, it took off into all the mainstream outlets getting a huge amount of media coverage worldwide.

The only pair of First Class Shoe was sold on an Ebay auction for $ 97.877. All of the money was donated to Souls 4 Souls to help children in need.