Heineken Drops Sneakers That Contain Actual Beer

Unusual sneaker collaborations are nothing new. Anyone remember Nike and Ben & Jerry’s Chunky Dunkys, the Lego-branded Adidas shoe or Reebok’s recent partnership with mid-century modern furniture designer Eames? Such strange design collabs are often the result of brands vying to stand out in a crowded sector. Enter Heineken’s “Heinekicks,” a sneaker with which people can drink beer. For this creation, Heineken teamed up with “The Shoe Surgeon,” aka Dominic Ciambrone, a celebrated sneaker designer who has made kicks for the likes of LeBron James, DJ Khaled and Drake. Heinekicks are limited-edition sneakers to tie in with the launch of Heineken Silver, the brewer’s lighter, lower-alcohol beer that went on sale earlier this year. Kick back with a cold one There are a few unique design elements to the Heinekicks. Along with matching the shades of green, silver and red found on Heineken Silver bottles, each shoe has a removable metal bottle opener built into the tongue. Most distinctly, however, the sneakers contain actual beer. The company used a specialized surgical injection method to inject Heineken Silver into the soles, aiming to create a "smooth" sensation when walking in the shoes that supposedly mirrors the taste profile of the beer. In total there will be 32 pairs of Heinekicks, with seven dropping in Singapore later this year. The inaugural pair will be on display at 313@Somerset in Singapore as part of the Project Future event, running from Aug. 10 to 15. Publicis Groupe agencies Le Pub and BBH Singapore are behind the campaign. “The limited edition Heinekicks are a manifestation of Heineken’s constant pursuit of innovation,” Gerald Yeo, marketing director at Asia Pacific Breweries Singapore, said in a statement. “The Shoe Surgeon’s vision of ‘Walking on Beer’ doesn’t just present a new way to enjoy the unexpectedly smooth Heineken Silver experience; it sends the message that an open mind is the key to seizing life’s possibilities.” CREDITS: Agencies: Le Pub / BBH Singapore Global senior director Heineken: Bram WestenbrinkHeineken APAC brand director: Rajeev SathyeshGlobal communication director Heineken: Daniela IebbaGlobal communication manager Heineken: Tanya LubisHeineken global digital development manager: Pearly Lim Mei SzeSenior brand manager Heineken Vietnam: Nguyen Ngoc HanHeineken global PR lead: Jonathan O’LoneGlobal chief creative officer Publicis WW: Bruno BertelliChief creative officer: Sascha KuntzeGroup creative directors: Gaston Soto, Nikhil PanjwaniAssociate creative directors: Adeline Siow, Kenneth FooExecutive creative director: Cyril LouisInternational coordination creative director: Guy Lewis Associate creative director Publicis Italy: Livio GerosaBusiness director: Manavi SharmaAccount director: Andy NorrisAccount manager: Crystal LooGeneral manager Publicis Italy: David PagnoniGlobal senior account director: Francesca BaldrighiBBH strategy team: Tom Hargreaves, Gwen LeeLe Pub global strategy director: James MooreHead of production: Wendi ChongHead of operations: Eddie JacksonDigital imaging: Sally Liu3D production partner: Pleid St.Digital senior art director: Nico TangaraDesign & shoe production partner: The Shoe Surgeon Reebok Looks to Make Bank With Money Heist Merchandise

Alcohol Industry News

Heineken Drops Its Heinekicks, a Sneaker That Lets Wearers Walk on Beer

The brand partnered with celebrated designer The Shoe Surgeon to promote its new, lighter beverage

Brittaney Kiefer

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Brittaney Kiefer