Movie Merchandising: Of Trekkie kicks and Cobra Snakes
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If you hope to get your hands on a pair of Federation-approved, limited-edition ‘Star Trek’ sneakers, flip open your communicator or beam down to the Reed Space boutique in SoHo and get ready to whip open your wallet at warp speed, because the silver metallic kicks — with NCC-1701 embroidered around the heel and a metal Star Fleet emblem lace lock in the front — are apparently disappearing faster than a red-shirted security officer on the planet’s surface.
Apparently that’s because only 160 pair of the ‘Star Trek’ x Airwalk x STPL — that’s jeffstaple, a.k.a John Ng for you non-sneaker heads — were even made (110 pair in men’s sizes 7 to 12 at $80 a pop and 50 kids’ sizes 1 to 6 at $60 per).
And according to Yeoman Tim, who answered the phone at Reed Space (we made up the yeoman part but that’s only because he wouldn’t tell us his last name), they’ve been selling briskly. In fact, Yeoman Tim tells us most of the stock bigger than size 9 1/2 is already gone.
(Oddly, the shoes can’t be ordered online; you’ll need to call [212] 253-0588.)
In a press release, Liz Kalodner, EVP and GM of CBS Consumer Products, described the jeffstaple collaboration as offer[ing] unique designs and enhanc[ing] Star Trek’s urban credibility.’ And that’s light years from the stereotype Trekkies and Trekkers (yes, we know the difference) have been saddled with practically since the maiden voyage of the Starship Enterprise.
An equally genius stroke of branding was an alternative marketing campaign that involved tapping local hipster shutterbug/Trek fan Mark ‘The Cobra Snake’ Hunter to travel the breadth of his home planet (despite what you may think, the man is all Earthling), snapping the coolest of cool-looking Star Trek parties.
I can’t think of a better way to ensure the rebooted ‘Star Trek’ franchise lives long and prospers than to host parties in Paris, New York, Tokyo and Los Angeles filled with cavorting green-skinned girls.
And if you knew the reputation Orion slave girls have across the galaxy, you’d agree with our assessment that it’s a totally logical move, captain.
— Adam Tschorn
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