World Cup 2018 may be history, but international brewer Heineken is continuing its support of soccer by introducing the ninth year of its #Heineken100 program. It’s kicking off the promotion with the company’s partnership with Italian Sportswear brand Kappa for a limited-edition, seven-piece capsule collection.
The 2018 #Heineken100 program commemorates and continues the conversation following the World Cup by partnering the two global brands that share a heritage of supporting soccer style and culture.
The long-running #Heineken100 campaign continues to partner Heineken with the most innovative names in retail to develop limited-edition, co-branded products that are seeded to the 100 most influential beer drinkers of the world.
“The #Heineken100 program continues the brand’s tradition of creating luxury products that our consumers love – helping Heineken stay relevant amongst the most influential groups in culture,” said Felix Palau, senior vice president of marketing for Heineken USA. “The partnership with Kappa is a natural fit and we couldn’t be more excited about it as the brand shares our passion for soccer and sphere of cultural influence.”
The 2018 #Heineken100 collection includes a Kappa x #Heineken100 Tracksuit featuring the iconic Kappa ‘Omini’ Logo on both the jacket and pants. The suit is finished with the limited-edition #Heineken100 Football Federation patch. There is also a Kappa x #Heineken100 jersey set, a duffel bag and a ‘Friends & Family’ jersey.
“The world’s largest soccer tournament is over, but Heineken and Kappa are still here continuing both brands’ rich history of collaboration and support of soccer style and culture,” said Dre Hayes, co-founder of The Foundation – Kappa USA’s partner company. “We’re thrilled to partner with Heineken on this year’s #Heineken100 program to bring our consumers a stylish, luxury collection that is simultaneously trending and timeless.”
For the second time in the history of the nine-year program, the #Heineken100 products will be available for consumers 21 and older to purchase exclusively at a Stadium Goods pop-up.
“This year’s collaboration between Heineken and Kappa highlights the refined taste and passions of both brands’ consumers through a luxury capsule collection that lives at the intersection of sports and high-fashion,” said Coltrane Curtis, founder and managing partner of Team Epiphany, the culture-first marketing agency that birthed the #Heineken100 program. “While many brands attempted to join in on the conversation during the world’s largest soccer tournament, few have the connection to soccer style and culture like Heineken and Kappa authentically have.”
Last year, Heineken partnered with the iconic Japanese Streetwear brand A Bathing Ape (BAPE) to produce one of the most celebrated collaborations of 2017. Previous #Heineken100 partners have included TUMI, Public School, Garrett Leight, Union Los Angeles, Parabellum, Mark McNairy, KITH and Neighborhood Japan, among others.
This fall, Heineken will release its second #Heineken100 installment of the year when the beer brand partners with one of the most influential clothing boutiques in the world. Follow the #Heineken100 hashtag and @Heineken_US on Instagram and Twitter.
See the collection by clicking on the Creative Works box below.