Kum & Go launching signature sneaker, the Ampersand1

There's Nike's Air Force 1. And now, there's Kum & Go's Ampersand1.

State of play: Kum & Go is launching its own sneaker — adding to its list of viral marketing tactics lighting up Twitter and TikTok.

• The white leather sneakers will be made by Garrixon, a footwear designer and manufacturing company in Philadelphia.

Don't confuse the shoes with the cheap free swag companies give out — spokesperson Ariel Rubin contends these are high-quality shoes that will impress any sneaker head.

• "I'm really hopeful that people will dig 'em," Rubin said. "That I'll see them on the feet of people walking down Ingersoll or at the Iowa State Fair or playing basketball."

The big picture: Rubin said Kum & Go's sneakers were inspired by Planter's "Crunch Force 1" — the peanut company's own shoe launch two years ago.

• The $170 Planter's shoes are going between $200-$400 on eBay.

What's next: The official launch is coming "soon."