Last year, Pizza Hut made the first shoe that ordered pizza at the press of a button. So this year, we made the second shoe that ordered pizza at the press of a button. The Pie Tops II. But that’s not all they did. They also pause TV at the press of another button so you can go to the door and get the pizza you ordered with that first button—without missing a moment of madness. And the Pie Tops II cemented Pizza Hut as the undisputed official pizza of March Madness.

The Pie Tops II were designed and handmade with the Shoe Surgeon. And with 50 pairs going on sale, they garnered press across news outlets, fashion and lifestyle channels and in entertainment—being joked about by Conan and Stephen Colbert. The launch of the Pie Tops II also launched a sneaker lineage to rival the best of them.

Following last year’s shoes, the Pie Tops II are the only other shoes that order pizza at the press of a button. And to make them the best sneaker for watching basketball, we built another button—one that pauses your TV. Now wearers can go to the door to get the pizza they ordered with that first button without missing a moment of March Madness.

The Pie Tops II use a Flic button in the right tongue to order pizza by connecting to an app. And in the left tongue, a multidirectional IR-blaster pauses DVR receivers even if there’s no direct line of sight. Not to mention, this remote will even unpause your TV.

Along with this new tech, we upgraded the Pie Tops II design. While last year’s shoe boasted 80s styling, this year’s progressed a decade. With an intricate sole, patent leather, mesh, suede and nubuck, we designed a silhouette that was straight from the 90s. Other design features included an extreme marinara splash, cheese-grater mesh and extra cheese-pull laces. The Pie Tops II were designed and handmade with the Shoe Surgeon. And they came in two colors—Marinara Red and Crust. Because pizza.

The Pie Tops II generated over 1.9B earned impressions—a 100 million increase versus a year ago—across 1,032 unique earned-media placements. Sparking this coverage was a launch period that included Fast Company, Forbes, HotNewHipHop and Foodbeast coverage carrying Pie Tops II to a nationally trending topic on Facebook.

When consumers and the general public were able to finally get their hands on a pair, we once again saw a spike in coverage with Elite Daily and Esquire. Our sale of 50 pairs on HBX (HypeBeast) closed in under 48 hours. And once the shoes hit eBay, they began to sell for upward of $4,500, over thirty times the retail price.

In the end, with over 12,000 online mentions, Pizza Hut saw positive sentiment for the brand rise to 88% (versus an average 68%) along with a 42% (#1) SOV among QSR sponsors of the March Madness tournament.