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.
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.