Get your kicks with Heineken’s new beer-filled sneakers

Heineken’s Asia Pacific branch has announced new ‘Heinekicks’, shoes that have actually been injected with their new lighter beer, Heineken Silver.

Collaboratively created with ‘Shoe Surgeon’ Dominic Cambrione, the trainers have been designed to promote the new lighter beer that’s aimed at Gen-Z, to create an ‘unexpectedly smooth and unique’ sensation whilst walking that mirrors the taste of the lighter Heineken Silver.

Cambrione said “Partnering with Heineken for their 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.”

The design of the shoes echoes that of the brand, primarily green with grey and white sections, hints of red, and the Heineken star on the tongue, which also hides a detachable bottle opener (handy).

Heineken Silver was created as the brand recognised a gravitation towards ‘mindful consumption’ across millennial and Gen-Z consumers, and this campaign from Publicis Le Pub and BBH Singapore is the latest in a string of tongue-in-cheek activations that perfectly targets this audience.

Only 32 pairs of ‘Heinekick’s’ have been created, although 7 will be up for grabs for some avid sneakerheads when they launch towards the end of the year.

Until then they will be on display at the Limited Edition Vault, Singapore’s leading premium sneaker boutique as part of a “Project Future” exhibition organized by Cultural Cartel x Tomorrow Lapse.

Agency; BBH Singapore

ALL Fashion Food & Drink Retail