While Athletic Propulsion Labs (APL) isn’t exactly your run-of-the-mill choice of lifestyle sneakers, they’re certainly making headlines today.

Ahead of the Formula 1 2023 season opener in Bahrain (cue Brian Tyler’s Formula 1 Theme song), APL has reached an exclusive multi-year footwear deal with the Oracle Red Bull Racing team, according to Complex.

APL was founded in 2010 by twin brothers Adam and Ryan Goldston with a focus on performance-based athletic sneakers. That being said, the brand’s call to fame came in a controversial way, so to speak.

Back in 2010, the Athletic Propulsion Labs’ Concept 1 shoe became the first ever shoe to be banned by the NBA for its performance-enhancing edge. Yes, APL’s sneakers were so innovative and advanced that it gave professional basketball players an undue competitive advantage, so as the NBA decrees. This became APL’s biggest marketing point for many years to come. After all, being banned for providing too much of a boost is a badge of honor any brand would wear with pride.

Both APL and Formula 1 continuously push themselves beyond the boundaries of technology as we know it today, so it shouldn’t come as too much of a surprise that APL has dabbled with the pinnacle of motorsport. In fact, APL has worked with other Formula 1 teams before such as Williams Racing and McLaren Racing.

When it comes to the top dog of racing, look no further than Red Bull Racing. The team currently sits on top of the highly competitive grid and will look to defend their World Constructor’s Championship for the upcoming season.This partnership will see the likes of reigning World Drivers’ Champion Max Verstappen, the “Minister of Defence” Sergio Perez and team boss Christian Horner dressed in APL’s footwear on the grid for the next few years.

According to the photos posted by Complex, what seems like APL’s Men’s TechLoom Zipline will be dressed in the team’s traditional navy and yellow colors. Whether other product lines will receive the same makeover or if they’re even available for public purchase remains to be seen. But certainly, it is an interesting partnership that looks to benefit both brands.

We’ll have to wait until the five lights go out this weekend to see the Oracle Red Bull Racing x Athletic Propulsion Labs’ collaboration come to fruition. While watching the cars go by, try to pay attention to the team members’ feet!

In more regular programming, check out the New Balance 550 “Verdigris”.