Italian sportswear company Fila unveiled a new athletic shoe modeled on the signature red and black curves of a Ferrari.
In conjunction with members of the same team that designed the Ferrari Formula One car, Fila created a shiny, Ferrari-like, all-purpose sports shoe that it hopes will capitalize on Ferrari's worldwide reputation. A pair of the shoes retails for about 130.
The shoe includes an outsole that looks like a tire tread and an upper made of material that resembles a Ferrari's glossy paintwork.
The shoe is not the only Ferrari-inspired piece Fila makes. The company sells shirts, sports bags and hats that carry the Ferrari logo. Even tennis star Jennifer Capriati, who is sponsored by Fila, has played in some recent matches wearing the Ferrari gear.
Though terms of the deal between Ferrari and Fila have not been released, the licensing deal is just the latest in a series of money-raising plans the super-luxury carmaker has entered into.
Anglo-Dutch oil giant Shell, for example, has a 'strategic cooperation agreement' with Ferrari, under which it not only sponsors the company's Formula One team but also provides all race fuel and engine oil.
Shell is now planning to extend its sponsorship of other motor sports beyond Formula One. Last year, it cooperated with Audi in the 24-hour race Le Mans and is in talks about extending the deal.
Meanwhile, Ferrari also signed a licensing deal with luxury shoemaker Tod's.