Unusual sneaker collaborations are nothing new. Think Nike and Ben & Jerry’s Chunky Dunkys, the Lego branded Adidas shoe or the partnership between Reebok and the modern furniture designer Eames. Most collabs are the result of brands vying to stand out in a crowded sector. This is not different from the Heineken’s “Heinekicks-project” a sneaker for people who love beer. Heineken teamed up with “The Shoe Surgeon,” aka Dominic Ciambrone, a celebrated sneaker designer who made kicks for LeBron James, DJ Khaled and Drake, so he knows the drill. As you see, The Heinekicks contain a metal bottle opener and actual Heineken Silver beer.
How did they get the beer in the sole of the shoe? Well, The Heineken team 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. This campaign was created by Publicis Group agencies, Le Pub and BBH Singapore.
And hey, before you start looking for them, there will be only 32 pairs of Heinekicks available in total, with only seven dropping in Singapore later this year. You know where to score them.