On the first day of ComplexCon Chicago, Jack Daniel’s hosted an event that featured custom sneaker designer Dominic “The Shoe Surgeon” Chambrone. During the event, Chambrone unveiled seven new Jack Daniel’s-inspired sneaker prototypes.
Attendees also were able to partake in signature Jack Daniel’s cocktails while exploring The Shoe Surgeon’s custom, limited-edition Jack Daniel’s sneakers.
Following the event, this publication spoke to Lisa Hunter who serves as marketing director for Jack Daniel’s.
Why was it important for Jack Daniel’s to team up with “The Shoe Surgeon”?
We had a relationship with Dominic starting back in 2018. We were really inspired by what The Shoe Surgeon believes in and the value of [his] craft. … So we were inspired to make this line of seven shoes, each inspired by a different part of Jack Daniel’s process.
What should people know about the process?
We invited Dominic and [his] team to spend a little time with us in our home in Lynchburg, Tennessee. There are about seven steps of our process that Dominic was really inspired by. So there’s a shoe that’s inspired by the cave spring where we source all of our whiskey. There’s a shoe inspired by our iconic label. And there is a shoe inspired by our barrel. We are the only producers [who] craft our own barrels. And Dominic was really inspired by that.
Consumers got an opportunity to determine the final Jack Daniel’s sneaker design through online voting. A limited number of sneakers will be produced and 10 voters will win a pair of exclusive sneakers.
