Pizza Hut
Pie Tops

March Madness is America’s favorite basketball tournament, and America’s favorite time to order pizza. So we created the Pie Tops, by Pizza Hut. A revolutionary basketball shoe that lets the wearer order Pizza Hut pizza straight to where they’re standing by pressing a button on the tongue of the shoe.

Case Study

March Madness is America’s favorite basketball tournament, and America’s favorite time to order pizza. We tapped into this moment in culture by creating the Pie Tops, by Pizza Hut. A revolutionary basketball shoe that allows the wearer to order their favorite Pizza Hut pizza at the press of a button hidden inside the tongue. When the button is pressed, the shoes geotarget the users location then automatically deliver a pizza straight to wherever they’re standing. It’s that easy. Sixty-four pairs of the limited edition sneakers were produced, one for each of the 64 teams playing in the first round of March Madness. All this lead to a special giveaway for the end of March Madness—the Final Four—where a select number of fans were able to win their own pairs. Within a week of launching, the Pie Tops had earned over 1.8 billion media impressions around the globe becoming a cultural moment in and of themselves.




The Pie Tops shattered expectations, earning media from outlets around the world getting over 1.82 billion earned impressions. They were featured in 1,010 unique broadcasts and 221 unique online placements. And were covered in publications across verticals, from Time to Engadget to HypeBeast to Business Insider to Teen Vogue.

The Daily Show touted them as “America’s Win of the Week,” Al Roker used them to get a pizza delivered live on the Today Show, TMZ called the Pie Tops “amazing,” Mark Cuban posted an instagram of himself wearing a pair, Charles Barkley called them “ A genius idea,” And ESPN’s Michael Smith asked us for a pair, then showed them off on SportsCenter.