What happens when one of the world’s most famous beers meets with a celebrated shoe designer?
The answer is Heinekicks, the world’s first beer-filled shoe.
Beer for your sole
Designed in collaboration with noted shoe designer, Dominic Ciambrone, to celebrate the smoothness of Heineken®️ Silver. Heinekicks aren't your everyday shoe, but it’s not every day you get to walk on beer. pic.twitter.com/LefwD5X7if
— Heineken (@Heineken) August 2, 2022
And for beer aficionados in Singapore, the good news is that seven out of the only 32 pairs of Heinekicks to be produced, will be made available later this year.
“Walk on beer,” a recent ad from Heineken, which partnered with Dominic Ciambrone, also known as The Shoe Surgeon.
The sneakers carry Heineken’s iconic green and red colours.
Not only is the shoe’s translucent sole filled with Heineken Silver, but each pair is also equipped with a removable bottle opener.
To celebrate the innovativeness of Heineken Silver, the company collaborated with Mr Ciambrone, known for creating custom sneakers for basketball legend LeBron James, DJ Khaled and musician Drake.
“Partnering with Heineken for the new beer was a fun challenge. 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,” Mr Ciambrone said in a media release.
Heineken created the concept together with BBH Singapore. The sneakers will also be made available in Vietnam, Korea, Taiwan, India, and China.
And next week, from August 11 onward, the sneakers will be on display at the Limited Edition Vault at 313@Somerset, and will be on sale at the end of the year.
The beer you can literally take with you wherever you go is called Heineken Silver, which launched earlier this year. The company says Heineken Silver is less bitter and has lower alcoholic content than its regular brew.
“To create its extra-refreshing taste, Heineken® Silver is brewed using an ice-cold lagering process at -1° C. The result? An accessible & unique 4% premium lager with a crisp and subtle finish with the signature fruit aroma of Heineken® Original, that everyone can enjoy. Now, that’s Extra Fresh, For Real!” the company’s website reads. /TISG
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