YouTube Red look set to tap into the lucrative reality TV and sneakerhead consumer markets with their latest series, Lace Up: The Ultimate Sneaker Challenge. The program follows the standard reality show script: twelve wannabe sneaker designers complete a variety of challenges and ultimately battle it out to create 'the next great sneaker'. The series will provide behind-the-scenes insight into aspects of sneaker creation, following contestants through the development, design and production phases involved in making their shoe.
YouTube have put together a star-studded guest-cast for the series, with celebrities like Fetty Wap, Eddie Huang, Macklemore, Ashley Graham, Stan Smith and James Harden popping in to offer their two cents on the contestants' designs.
The show's prizes are pretty enviable: the top three contestants will land a design gig at adidas, where they'll work on James Harden's next shoe. If you're an aspiring sneaker designer, sort out your YouTube Red subscription and enjoy some entertaining industry insights.