The shoe was introduced at the Comic-Con event during a mini-party, offering free beer along with shoe and apparel giveaways. Fans also had the chance to hang out with Smith himself, making the shoe's debut that much more special.
Implications - The customization of products is an effective way of reaching target audiences. By incorporating pop culture imagery, a company can gain attention from consumers with similar interests. Celebrity endorsements and images will help businesses acquire publicity from the media and fans of the public figure involved.