Indie trainer label Lavair teams with SEGA to launch Mega Drive themed footwear and accessories

The independent trainer label, Lavair has detailed the launch of a limited edition Mega Drive-themed sneaker series developed in partnership with the gaming company, SEGA.

The new offering – spanning a four-piece collection – will be available to purchase from July 28th exclusively online at the Lavair website.

The range will feature two styles; the retro-hued Exo SEGA Mega Drive Analog, and the more understated Exo SEGA Mega Drive Mono and each will arrive with matching caps. The trainers will retail at £200 while the caps will sell at £50 each.

The Mega Drive console (named Genesis in the USA), originally debuted in Japan in 1988, and took the world by storm in the subsequent years.

The Exo SEGA Mega Drive flaunts technical aesthetics with a full thermoplastic polyurethane eye-stay and weather resistant toe guard and draped in a hi-tensile nylon upper. Exo sits on top of a streetwear-inspired outsole, combined with outdoor trekker detailing for optimal comfort underneath the brands’ signature, lighter-than-air sole.

“The designs Lavair has come up with for their Mega Drive themed collection really capture the timeless appeal of this iconic brand,” said Jason Rice, brand licensing director at SEGA Europe. “We can’t wait to hear what SEGA fans and trainer aficionados alike, think of the collaboration.”

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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