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(Courtesy Heineken / The Shoe Surgeon)
Heineken has collaborated with noted shoe designer Dominic Ciambrone (AKA The Shoe Surgeon) to launch a new beer-infused sneaker they amusingly call Heinekicks.
Designed by Dominic Ciambrone, who’s famous for his artful sneakers, the new Heinekicks feature soles that are actually infused with Heineken Silver Beer, the brewery’s new 4% ABV Lager that’s a lighter version of the original.
So yeah, you’ll be walking on beer.
Created with the help of two international publicity companies Le Pub (Amsterdam) and BBH (London) and debuting first in Singapore, Heineken’s new “kicks” feature a sleek green lenticular upper with silver and red accents and the brand’s deep green tones.
And the sneaker’s tongue has a removable bottle opener which will no doubt come in handy.
“Partnering with Heineken for their new beer was a fun challenge,” said Dominic Ciambrone. “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.”
He’s probably right about that…
“The Shoe Surgeon’s vision of ‘Walking on Beer’ doesn’t just present a new way to enjoy the Heineken Silver experience; it sends the message that an open mind is key to seizing life’s possibilities,” Gerald Yeo, marketing director at Asia Pacific Breweries Singapore said…
“At Heineken, we have always embraced change. The launch of Heineken Silver is testament to this. We’re thrilled to be bringing Heinekicks to Singapore and we hope this inspires consumers to embrace fresh perspectives and spark new connections.”
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