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DMA United was entrusted to lead licensing and associated marketing for Star Trek’s relaunch for both the prestige, and mass product categories. Focusing on sneakers as a cultural touchpoint, DMA United appointed renowned sneaker designer and Trekkie Jeff Staple to design a limited edition sneaker for the film’s theatrical release, and a mass version of the sneaker for the film’s home release. Partnering with Airwalk, the silver limited-edition sneaker was gifted to cast and crew, sold only through select sneaker specialty stores across the country, and was sold out within an hour. The mass distribution version, mirroring the uniform colors of the original Star Trek, was sold out within 24 hours.