App-based delivery service Menulog has partnered with Melbourne-based sneaker customiser Damian Sim from BespokeIND to develop three ‘Sushi Sneakers’ inspired by music personality Katy Perry.
“BespokeIND'' was commissioned to create the unique kicks, which pay homage to the sushi dress Katy Perry wore in her music video for ‘Did Somebody Say’.
Modeled on the classic Nike Air Force 1’s, the sneakers are handmade from the sole up and feature a salmon maki roll inspired colour palette, complemented with striking rice prints, fishtail loops and a pair of chopsticks.
To mark the campaign, Menulog is offering Australians three chances to win a pair, along with a year’s supply of free sushi. This will be done through its recently launched game feature called ‘Menulog Run’, where players dodge bins and catch Australian food favourites through virtual delivery on TikTik.
Through his work, Sim approaches sneaker customisation as an intrinsic art form, with experience styling custom shoes for celebrities and designers including Drake, French Montana, Dior, and Louis Vuitton.
“There are no shortcuts to my process; if I’m making sushi shoes, they are going to be the best sushi shoes ever made,” Sim said.
"Just like Katy Perry, I wanted these shoes to be unapologetic and larger than life. I’ve used a range of contemporary and timeless leather working techniques to recreate all the varied textures found in a roll of sushi.
“It takes up to 40 hours to create one pair of sneakers, from designing, stitching, engraving, and laser cutting materials, but this time is invaluable in order to make them perfect.”
Menulog MD Simon Cheng said this a strategic partnership for the company.
“At Menulog, we seek to bring the best possible delivery experience to our customers, and our TikTok game delivers joy to hungry Aussie’s while they wait for their food.”
The game was launched on TikTok on January 12.