F1 racing driver Michael Schumacher took time out on Saturday 16th April 2011 to launch a luxury sneaker line in his own name on the eve of the Shanghai Grand Prix.
The brand, called MSONE, was unveiled at MoCA, the Modern Museum of Contemporary Art, in Shanghai. Designed by Creative Director Adrian J. Margelist in conjunction with the infamous racing star and Navyboot, the shoes feature a distinctive red sole.
At the launch night, an art movie by Michel Comte was shown followed by music provided by DJ Ginette Chittick as well as DJ Samantha Ronson and Keith Richard’s daughter, Alexandra Richards. Big stars were out in force including: actresses Vivian Wu, Bonnie Chan, Charlie Yeung from Hong Kong, Ruby Lin from Taiwan, actor Jimmy Lin as well as socialite Cathy Ho.
The Starboot is a limited edition with 88 pairs costing around 5,000 euros, each accomanied with a book signed by Michael Schumacher. The materials are 18-carat gold and red dyed karung leather – the leather of water snakes. The Trilogy Box is limited to 888 pairs and costs around 3,000 euros. The Trilogy consists of Morning (calf nappa leather with pearly-coloured ostrich leg leather), Afternoon (salmon leather with laminated goatskin and calf nappa leather) and Nightlife (calf velour leather with metal rivets, patent leather and polished crystals).
