The company partnered with sneaker label Android Homme and e-tailer Jackthreads.com to release limited-edition shoes to celebrate the 45th anniversary of NASA putting a man on the moon.
Exactly 100 pairs of the Missions high-top went on sale on July 20 at 4:48 p.m. — the same time astronauts from Apollo 11 touched down four decades ago — and sold out seven minutes later.
“We had bets going for how quickly we would sell out,” said Ben Lerer, founder and CEO of Thrillist Media Group, which operates JackThreads.
“This is a win-win for everyone involved. GE’s celebration of this moment in history was brought to life in an organic and creative way, and our guys at JackThreads got access to a really special, once-in-a-lifetime product we knew they would love,” he added.
Made from stabilized carbon fiber, thermoplastic rubber with Scotchlite reflective material, the Missions sneaker was an update of the original GE rubber styles worn by Buzz Aldrin, Neil Armstrong and Michael Collins in 1969. Fittingly, the shoes were priced at $196.90.