- In May 2025, PUMA launched a new line of motorsport-inspired driving shoes under its “SpeedCat Evo” series in collaboration with BMW M Motorsport. Designed for enhanced pedal control and long-distance driving comfort, the collection targets automotive enthusiasts across Europe, especially in Germany, Italy, and the UK. The release strengthens PUMA’s position in the premium driving footwear segment by merging motorsport performance with lifestyle appeal.
- In February 2025, Piloti, a Canadian driving shoe brand with strong European distribution, expanded its presence in France and Spain by launching its eco-friendly “Shift Eco” collection. Made from recycled leather and sustainable rubber soles, the product caters to growing demand for environmentally conscious automotive accessories in Southern Europe.
- In November 2024, Geox introduced its latest “DriveTech” line in the UK market, integrating patented breathable sole technology with anti-slip rubber compounds for enhanced driving performance and all-day wearability. The launch is aimed at urban commuters and performance car owners seeking a blend of style, comfort, and control.
- In October 2024, Sparco, renowned for its racing gear, partnered with Italian luxury brand Tod’s to co-develop a limited-edition luxury driving loafer. This high-end release, combining motorsport DNA with fashion craftsmanship, was launched in Milan and Paris, targeting affluent consumers with a passion for racing-inspired fashion.
- In July 2024, Alpinestars launched its “Urban Motion” line across Eastern Europe, including Poland and the Czech Republic. This collection focuses on affordability and versatility, offering casual driving shoes suitable for daily use. The move supports the brand’s strategy to capture market share among the region’s growing population of younger, style-conscious car owners.
