Pizza Hut Releasing "Pie Tops" Sneaker With Major Marketing Push During March Madness

In connection with March Madness, Pizza Hut is "stepping up its game with high-top sneakers that allow their wearers to order pizza with a push of a button and rolling out a major discount offer for people who cannot get the special shoes," according to Jessica Wohl of AD AGE. The high-top shoes are "being called Pie Tops." Droga5, N.Y., "led the charge on the plan for the shoes, which suggest just how easy ordering pizza can be and serve as a reminder of the chain's status as the official pizza partner of the NCAA." Only 64 pairs of the Bluetooth-enabled Pie Tops will be "handed out for now, a nod to the number of teams in the main competition." Wohl noted the Pie Tops will appear in a "major marketing push." TNT's Grant Hill "appears in a new TV spot" set to air beginning tomorrow and throughout the upcoming NCAA March Madness basketball tournament. The shoe concept will also be "featured in NCAA March Madness integrations through the company's deal with Turner." Pizza Hut VP/Media & Advertising David Daniels said, "We're planning to feature the pie tops with on-air talent." However, Pizza Hut has not announced yet which people will "wear and interact with the shoes during the broadcasts" (ADAGE.com, 3/1). ADWEEK's Tim Nudd noted the Pie Tops tie in to a "specific Pizza Hut promotion for March and April -- $7.99 for a large two-topping, available for carryout or delivery, but must be accessed online" (ADWEEK.com, 3/1).