By February 12, "Black Panther" was the most-tweeted about film of 2018 with more than 5 million tweets globally, and in mid-March it became the most-tweeted-about film ever with 35 million. During New York Fashion Week, designers Cushnie et Ochs, Ikiré Jones, Tome, Sophie Theallet, Fear of God, Chromat, and LaQuan Smith created custom pieces that were inspired by the film for an event titled "Welcome to Wakanda: Fashion for the Black Panther Era". Marvel Studios formed a partnership with Lexus on the film, with the 2018 Lexus LC being featured in it. The partnership produced a graphic novel, "Black Panther: Soul of a Machine", which was released in December 2017 from writers Fabian Nicieza, Geoffrey Thorne, and Chuck Brown; a concept coupe from Lexus inspired by the character; and a Super Bowl LII commercial featuring Boseman, Gurira and Wright, which had 4.3 million views on social media after its Super Bowl airing, according to RelishMix. Other marketing partners included shoe manufacturer Clarks creating a film-inspired variant of their Originals' Trigenic Evo shoe; PepsiCo and Unilever launching an arts program for young people in urban areas to be mentored by established artists; Brisk created an interactive "Black Panther" installation at the 2018 NBA All-Star Game; Lancôme highlighted a line of makeup that Nyong'o and Wright used at the film's premiere; and Synchrony Financial with Marvel awarded the Ghetto Film School Fellows program with a $50,000 grant, with Coogler speaking to the school's students.