Alpine F1 Unveils Smart Sneakers With Built-In Chip for Exclusive Access

Newsweek

08-06-2025

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The Alpine Formula One team is not only upping its game on track, but it is also enhancing the fan experience by quite a margin. The team has launched unique travel sneakers that offer exclusive access to customers and connect them to Alpine's "loyalty ecosystem."
Alpine partnered with Endstate, a footwear and technology company based in Boston, to develop the sneakers that come with an NFC chip embedded in the tongue.
Customers can tap their phones to gain access to exclusive Alpine F1 experiences and product authentication. The handcrafted tech sneakers are made in Portugal with a leather upper and rubber outsole, designed to be worn by all genders.
Franco Colapinto of Argentina driving the (43) Alpine F1 A525 Renault on track during qualifying ahead of the F1 Grand Prix of Spain at Circuit de Barcelona-Catalunya on May 31, 2025 in Barcelona, Spain.
Franco Colapinto of Argentina driving the (43) Alpine F1 A525 Renault on track during qualifying ahead of the F1 Grand Prix of Spain at Circuit de Barcelona-Catalunya on May 31, 2025 in Barcelona, Spain.Alpine calls the partnership the amalgamation of high-performance motorsport with modern footwear design backed by technology. The product description states:
"BWT Alpine Formula 1 Team have partnered with Endstate to create a contemporary luxury sneaker designed specifically for the racing team. The collaboration marks a significant milestone in merging high-performance motorsport with modern footwear design embedded with technology.
"Each Alpine x Endstate sneaker seamlessly integrates an Endstate NFC chip (3chip) embedded within the tongue, transforming the shoes into a gateway for exclusive Alpine experiences and product authentication. The 3chip activates through a simple smartphone tap, instantly connecting owners to Alpine's loyalty ecosystem."
The BWT Alpine Formula One Team Travel Sneaker is here! 👟
Crafted with @Endstate, each pair features an embedded chip unlocking exclusive BWT Alpine Formula One Team experiences and authenticating your shoes.https://t.co/sG0mAKEwZX pic.twitter.com/ZtZyJCksDE — BWT Alpine Formula One Team (@AlpineF1Team) June 7, 2025
The Alpine F1 team has also been witnessing technological and managerial changes in its efforts to climb the pecking order. The team's senior advisor, Flavio Briatore, has assumed the team boss role after the exit of Oliver Oakes in May, until a new team principal takes charge.
Briatore joined Alpine last year, and since his onboarding, the Enstone outfit has been preparing to not only enhance performance in the current season but also plan for next year, when the sport enters a new era of regulations. Addressing the changes, Briatore told F1:
"We're back in the business, with Alpine. Not easy because the team has gone through a lot of change, especially in the last four or five years, not only now. But little by little, we try to put the team together, the people together.
"We're looking for next year as well – for the new engine and the new gearbox from Mercedes-Benz. So, this is our goal for next year. In the meantime, we need to be more competitive. We are not competitive for the moment, like I want, but [it] takes time."
Speaking on the progress made in finding a new team principal, Briatore said:
"We're looking. For the moment, nothing changed. I feel sorry for Ollie, honestly, because I had a very good relationship with him. He was a good team principal.
"Everybody knows for personal reasons he stopped and resigned from Alpine. We're looking. We don't want to make any mistake. I'm prepared to take some time. But the moment we decide what is the new team manager, put in this way, we'll tell you."