• by Nina Lentini  @Nina_Lentini, March 29, 2016

Here’s a new angle to your average auto brand launch. A witty online content provider gets a men’s clothing designer to create a “driving shoe” that debuts alongside the 2016 model launch.

Yet, it is precisely what took place Tuesday in Los Angeles, where the limited-edition HT3 Driving Shoe was showcased along with the 10th-generation Honda Civic. The event was hosted by Thrillist. 

The collaboration, including JackThreads, developed the driving shoe to reflect the vehicle’s design throughout the HT3 sneaker, including the high-quality materials used in the shoe’s development and the seamless silhouette of the shoe itself.

“Partnering with Thrillist is a fantastic way to connect with our target audience for this vehicle, many who are avid Thrillist readers looking to discover the best in style, automotive, culinary, travel, the list goes on,” says Phil Hruska, manager of media strategy for American Honda, in a press release. 

The “Design in Drive” campaign includes a custom content series on Thrillist.com, sponsored by Honda surrounding design and innovation (e.g., The World’s 10 Awesomest Tunnels and The Best Designed Underground Spaces in America), as well as social and digital touch points.