In this project, we collaborated with Bihrod to design a limited-edition sneaker paying homage to Formula 1 legend Ayrton Senna during the F1 season. The release was capped at 85 pairs worldwide, each hand-numbered and accompanied by a collectible hand-signed card, creating an ultra-exclusive collector’s experience.

The client’s objective was to celebrate Senna’s iconic era with Lotus while delivering a product that embodies luxury, precision, and emotion. The challenge was to translate the performance, elegance, and legacy of a racing icon into a sneaker design that feels both aspirational and accessible to fans and collectors alike.

Our approach was to craft a colorway rooted in black, accented with luxurious gold details to evoke Senna’s Lotus F1 car. We developed custom packaging, 3D models, and recreated his personal racing car to use in immersive teaser campaigns, allowing customers to step into the story and experience the thrill of the track. Every pair, from material selection to storytelling and packaging, was designed to honor the legend of Senna while delivering a highly collectible, narrative-driven product experience.