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Lavair & SEGA Team Up for Limited Edition Release image

Lavair & SEGA Team Up for Limited Edition Release

Innovative, independent trainer label Lavair has announced the official release date for a limited-edition Mega Drive themed collaboration with legendary gaming company, SEGA®.

The offering will be available to purchase starting 28th July, 2021 exclusively at www.lavairbrand.com.

The four piece collaboration will feature two styles, the retro-hued EXO SEGA MEGA DRIVE ANALOG, and more understated EXO SEGA MEGA DRIVE MONO, each arriving with matching caps.

Lavair has reinterpreted its best-selling EXO style to combine luxury craftsmanship with stylish nostalgia for SEGA Mega Drive’s first official shoe collaboration. Shoes retail at £200 (€233, $276), and caps are £50 (€58, $70).

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. Shoe Sizes run UK6 – UK12 (EU40 – UK46, US7 – US13)

“The designs Lavair have 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 Lavair:
Lavair was founded by three London creatives at the end of 2019, who after a decade and a half of producing trainers for key players in the industry, pooled their knowledge to create their own perfect trainer. Collections are made with techniques more often used in high-end Italian footwear manufacturing, such as handmade piping around lace eye stays for an elevated, artisanal finish. Supportive, beefy soles make them feel like you’re walking on air, and have you standing tall. Lavair is all about retro cool with contemporary clout. And though there’s an aesthetic reference to classic archive sneakers of the ‘90s and ‘80s, the materials used in all models are decidedly 2021: butter-soft nappa leather and suede, ultra-durable hi-tensile nylon, and futuristic looking and sounding KPU and TPU. Lavair is shortlisted for Draper’s 2021 Footwear Awards in the ‘Best New Brand’ and ‘Men’s Footwear Brand of the Year’ categories.

About SEGA® Europe Ltd.:
SEGA® Europe Ltd. is the European Distribution arm of Tokyo, Japan-based SEGA CORPORATION, and a worldwide leader in interactive entertainment both inside and outside the home. The company develops and distributes interactive entertainment software products for a variety of hardware platforms including PC, wireless devices, and those manufactured by Nintendo, Microsoft and Sony Interactive Entertainment Europe. SEGA wholly owns the video game development studios Two Point Studios, Creative Assembly, Relic Entertainment, Amplitude Studios, Sports Interactive and HARDlight. SEGA Europe’s website is located at www.sega.co.uk.

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