F1 'shoey' merchandise is coming to a store near you soon...
F1 'shoey' merchandise is coming to a store near you soon...
Formula 1 has applied to trademark the 'shoey' and is likely to begin selling merchandise based on Daniel Ricciardo's iconic, if somewhat unhygienic, podium celebration. Although the term is thought to have originated in Ricciardo's native Australia more than 15 years ago, F1 have landed the rights.
Whether podium finishes or victories, the sight of Ricciardo drinking from a shoe has become familiar over the past year.
The chugging is not just restricted to the Red Bull driver, with fellow drivers, celebrities - including Sir Patrick Stewart (!) - and even Ricciardo's own boss Christian Horner getting involved.
Ricciardo is not the originator of the celebration. Indeed, he isn't even the first motorsports star to perform a 'shoey' - MotoGP's Australian rider Jack Miller is thought to have taken that honour after winning his first premier-class race at Assen in 2015.
However, the Independent report that F1 has been granted a trademark over the word 'shoey' to be used in 25 countries including the USA, UK and many major European countries in a category covering flasks, bottles, mugs and more drinking implements. The trademark came into force in January this year, the report says.
A separate application to use the trademark in clothing was abandoned, so we won't be seeing 'shoey' shirts any time soon from Formula 1.
But mugs shaped like shoes, figures of 'shoey'-drinking drivers and more are likely to be available to fans soon enough.
Will we see a 'shoey' in the flesh before then? Well, that could all depend on Ricciardo and Max Verstappen staying out of each other's way...
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