Last year, Pizza Hut came out with a college basketball tournament campaign that saw the food retail and delivery company shift from promoting pies to shoes — specifically “Pie Tops.” Only a limited run of the first of its kind, Bluetooth and geolocation enabled sneakers were created, but the company accomplished its goal by having everyone from sneakerheads to pizza lovers talking about the concept that focused on shoes that could order pizza with the touch of a button on the shoe’s tongue.
Apparently the promotion satisfied executives at Pizza Hut, because the company that is the Official Pizza of the NCAA is back with a new edition of the Pie Tops — the Pie Tops II — which not only order pizza with the touch of a button, but also come with an additional button that promises to be able to pause the game you are watching on TV. Additionally, the Pie Tops II are being released in two colorways (red and wheat), both once again designed by Dominic Chambrone.
The unique shoes include cheese grater mesh, branding Pizza Hut lace tags, extra “cheese pull” laces and branded inner soles. Only fifty pairs will be available to purchase on starting March 19.
“This year, the Pie Tops II were created to showcase our focus on giving customers the best delivery experience while making sure that tournament fans can feed their pizza craving without missing a moment of the action,” said Pizza Hut Chief Marketing Officer Zipporah Allen. “We don’t want anyone to miss a play while answering the door to get their pizza.”
Pizza Hut also recently became the official pizza sponsor of the NFL, taking over the void left behind by Papa John’s. It is clearly focused on expanding its presence and creative promotions attached to professional sports in the U.S.