Heineken drops new beer-injected trainers to celebrate launch of Heineken Silver

Dutch brewery Heineken has partnered with Publicis-run Le Pub and BBH Singapore on a new tie-in product release by ‘The Shoe Surgeon’, Dominic Ciambrone.

The limited-edition ‘Heinekick’ trainer has been created to celebrate the recent launch of Heineken Silver, and drawing inspiration from the beverages ‘smooth’ taste – Ciambrone has a bespoke pair of trainers that are perfect for beer lovers.

Having already designed shoes for various global celebrities such as LeBron James, DJ Khaled and Drake, Ciambrone’s design contains an in-built removable metal bottle opener.

A unique, beer injection into the shoes’ see-through soles allows the wearer to literally ‘walk on beer’.

READ MORE: Harry Redknapp endorses Heineken’s 12th Woman campaign for Women’s EURO

“At Heineken, we have always embraced change. The launch of Heineken Silver is testament to this, and the limited edition Heinekicks are a manifestation of Heineken’s constant pursuit of innovation,”  Asia Pacific Breweries Singapore marketing director, Gerald Yeo said.

“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.

“We’re thrilled to be bringing Heinekicks to Singapore and we hope this inspires consumers to embrace fresh perspectives and spark new connections.”

Ciambrone himself added: “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.’’

Click here to sign up to Marketing Beat’s free daily email newsletter

AgenciesBrandsCreative and CampaignsNews

Leave a Reply

Your email address will not be published. Required fields are marked *

Fill out this field
Fill out this field
Please enter a valid email address.

RELATED POSTS

Menu