Italian footwear brand P448 has signed a new partnership with Red Bull-owned Formula 1 team Scuderia AlphaTauri.
Under the terms of the collaboration, P448 has created the “Official Team Travel Shoe” for the entire AlphaTauri Crew, Team and Riders.
Designed with the Italian racing team, P448’s ‘John’ sneaker style was chosen for the collaboration and features a black heel tab finished with an Italian flag detail and gray laces. Made in Italy, the sneaker is also notably made with recycled leather, recycled cotton laces and a recycled midsole, tread and outsole.
“For us as a brand, this partnership is an honor because Formula 1 is such a legendary part of life in the region of Italy that our companies are both headquartered,” Founder Wayne Kulkin told FN. and executive chairman of P448’s parent company, StreetTrend. a Zoom call on Wednesday.
Kulkin added that P448 made less than 50 pairs that were made available to the public. Since then, the collaboration has sold out online, and the brand has released a second drop. “We look forward to future declines soon,” Kulkin said.
To mark the occasion and the official launch of the collaboration, P448 is hosting a party with Scuderia AlphaTauri drivers Pierre Gasley and Yuki Tsunoda on Wednesday September 7 at the Palazzo Serbelloni in Milan ahead of the 2022 Italian Grand Prix.
For Tsunoda, who joined Kulkin on Wednesday’s Zoom call, the new collaboration is a chance to represent the team outside of the typical team kit. “I wear these shoes often, even outside of races,” Tsunoda told FN.
In fact, Tsunoda loved these shoes so much that he just made his own custom pair of shoes with P448 featuring his own running logo. “I’ve never had a custom pair of shoes, so I can’t wait to wear them.”
Kulkin, the former CEO of Stuart Weitzman, started StreetTrend LLC in 2017 as part of a joint venture partnership with Jeffrey B. Hecktman, CEO of international financial services firm Hilco Global.
In 2018, StreetTrend acquired a 30% stake in P448. Prior to this deal, Kulkin signed an exclusive distribution and marketing deal with P448 in 2017. Then in October 2020, StreetTrend purchased the Italian-made shoe brand outright from NoThanks SpA for an undisclosed amount.
In March, actor and model Mark Wahlberg became a strategic investor in the company after taking a significant minority stake in the company. P448 has since opened boutiques in Paris, New York and Miami.