In one of April’s most unlikely sportswear sneaker drops, Future Farm released what it described as ‘the world’s first, one-of-a-kind, vegan couture running shoe’ called the ‘Future Burger 4.0’.
The plant-based, sustainable food brand’s limited edition trainers, designed by sneaker customiser and artist Matt B Customs, were created in a distinct cheeseburger colourway and were created as part of the Future Farm marketing campaign for its new ‘Future Burger 4.0’.
Designer Matt B Customs drew inspiration from the classic cheeseburger and hand-painted the design onto the trainer over a number of days using Arteza Gouache vegan paints. The base shoe was a pair of Hylo trainers which were chosen because, as well as being vegan, they are manufactured in a carbon neutral process – like Future Farm’s ‘Future Burger 4.0’.
The sneakers were unveiled by brand ambassador, vegan and ultra-marathon runner Flora Beverly at a London launch event leveraging the 2023 London Marathon. The physical launch event was amplified through a social campaign primarily running on Instagram.
Described as ‘Force of Nature’ sneakers, two pairs of the kicks were initially created.
One was made available on eBay with all proceeds from the online auction going to the Rainforest Alliance to ‘help undo some of the damage by the meat industry, while the other was used as the star prize in a social list-building competition on Future Farm’s Instagram page.
“Part of the beauty of customising is bringing things together that wouldn’t usually be seen before and this project is a perfect example of that,” explained Matt B at the sneaker launch event. “We wanted to create something that looked both mouth-watering and illusive, but still housing it within a running shoe that’s clearly functional, and that’s why we left some elements of the shoe untouched. I loved working on this project, and it’s the first time we’ve wanted to take a bite out of something we’ve created!”
“Everyone knows having enough protein in the diet is important for fitness and muscle growth and, as a vegan, it is great to find plant-based meat substitute that can help you easily fit in enough protein day to day, whilst still tasting amazing,” added Bristol-based ultra-marathoner and brand endorser Beverly who is passionate about teaching people that a plant based diet doesn’t mean you have to compromise on essentials like protein when training. “The Future Burger 4.0 is a staple in my diet while I’m training!”
As for Future Farm’s new Burger 4.0 itself, it retails at £300 and is available in Tesco stores across the UK and via the Future Farm website.
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The global sneaker customisation market is reported to be worth more than $92m dollars annually and in 2022 UPROXX cited trainer customisation as ‘the next big street wear trend’ as ‘the art form pushed the industry forward’.
By linking the brand to the custom trainer trend, Future Farm aims to show that eating plant-based food is not just environmentally friendly, but fun and fashionable too.
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