Heineken gets into sneaker game, builds in beer (yes, actual beer) in shoes

Heineken has launched a new shoe that allows you to walk on beer. The collaboration follows the launch of Heineken Silver, and sets out to celebrate innovation behind the new beer brewed.

The brand worked with sneaker virtuoso Dominic Ciambrone, also known as ‘The Shoe Surgeon’ to create the shoe called “Heinekicks”. Ciambrone has created custom sneakers for the likes of LeBron James, DJ Khaled and Drake. While there are 32 of these shoes created, seven of them will be made available in Singapore in the fourth quarter of the year.

The concept was created by Heineken in partnership with BBH Singapore and a total of 25 pairs available across Vietnam, Korea, Taiwan, India and China.

To match Heineken® Silver’s signature colourway, each pair features a sleek green lenticular upper with silver and red accents. Built into the tongue is a removable metal bottle opener, a handy feature when it’s time to enjoy a Heineken Silver.

Ciambrone said, “Partnering with Heineken for the 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.’’

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

Previously, Heineken pulled out all the stops for its Heineken Silver brew via the Heineken Silver Smooooth Warehouse Party at Pasir Panjang Power Station on 15 June. In an interview with MARKETING-INTERACTIVE, Yeo said that the team wanted to remind Singapore of what an epic night out felt like when unveiling its latest brewing innovation. In fact, the brand is no stranger to hosting music-led events, including the Heineken Pre-Race Party in 2019 for F1, which was headlined by Flume, and our its Heineken Green Room events.

This isn’t the first time we’ve seen unconventional footwear creations in the world of marketing. In 2020, KFC partnered with Crocs for a limited edition pair of shoes that was covered in a fried chicken print with a striped base. Each pair of co-branded footwear comes with two charms/accessories at the top, made to resemble and "smell" like fried chicken.

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