August 4, 2022
Getting beer on your shoes might be a hazard of sticky-carpeted nightclubs, but having beer in your shoes? It’s a fashion statement, according to Heineken, reports Ad Age.
The brand’s Asia Pacific branch has created “Heinekicks,” a limited-edition line of sneakers that feature soles injected with Heineken Silver, a new lighter brew aimed at Gen Z.
The brand teamed up with sneaker designer Dominic Ciambrone, aka the Shoe Surgeon (who’s designed kicks for the likes of Drake, DJ Khaled and LeBron James) to create the shoes. The campaign comes from the agencies, Publicis Le Pub and BBH Singapore.
According to Heineken’s statement, the point of the kicks is to illustrate the idea of “walking on beer” and create an “unexpectedly smooth and unique” sensation while you’re on the go—mirroring the “smooth” taste of Heineken Silver.
The design itself also reflects the signature colors of the brew, with a green lenticular upper, and silver and red accents. And built into the tongue is a removable metal bottle opener.
“Partnering with Heineken for their new beer was a fun challenge,” said Ciambrone. “We both share a passion for innovation and pushing boundaries and created a design to reflect that. The shoe not only embodies the energy of Heineken Silver, but literally carries it. I can’t say I’ve ever designed a sneaker that contains actual beer before.’’
The “Heinekicks” will drop in Singapore in the fourth quarter; 32 pairs have been created, seven of which are up for grabs.
Meanwhile, they can be seen on display from August10-16 in a Singapore shopping mall, the Limited Edition Vault at 313@Somerset, as part of a “Project Future” exhibition organized by Cultural Cartel x Tomorrow Lapse.
Research contact: @adage