Sneakers are one of fashion’s weird and wonderful mainstays, a blank canvas for creativity unleashed. One maverick notably played with “WTF”-level proportions while Nike antagonist MSCHF has injected its Satan Shoes with blood and ink after shooting up Jesus sneakers with a substance described as holy water.
Now, Heineken is similarly taking the injectable route with its so-called Heinekicks, the limited-edition sneakers it created with Dominic Ciambrone to fete the launch of its low-cal, lower-alcohol lager and speak to a “newer generation of drinkers.” The Dutch beer brand called in The Shoe Surgeon founder and LeBron James collaborator to come up with a clever spin on the marketing blitz that often accompanies many an adult beverage debut. The result is a “first-of-their-kind” pair of sneakers with a bottle opener tacked onto the tongue and new Heineken Silver beer inserted into the sole so that wearers feel like they’re “walking on beer.”
“Partnering with Heineken for their new beer was a fun challenge,” said Ciambrone, who shows off custom sneaker creations to more than 1 million Instagram followers and has gotten his work on the feet of Drake and DJ Khaled. “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 green, silver and red sneakers mirroring Heineken Silver’s branding serve as a “manifestation of Heineken’s constant pursuit of innovation,” according to Asia Pacific Breweries Singapore marketing director Gerald Yeo.
“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,” Yeo added. “We’re thrilled to be bringing Heinekicks to Singapore and we hope this inspires consumers to embrace fresh perspectives and spark new connections.”
Just 32 Heinekicks were produced and seven will be sold in Singapore in the fourth quarter this year.
Beer was also the inspiration for M.Gemi’s collab with Peroni last summer while Japanese partners turned waste left over from making the adult beverage into eco-friendlier denim.