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Heineken gets into the sneaker game in collab with Dominic Ciambrone

By Taruka Srivastava | Freelance journalist

August 2, 2022 | 3 min read

Heineken has collaborated with noted shoe designer Dominic Ciambrone (AKA The Shoe Surgeon) to launch the bespoke sneaker line Heinekicks.


Heineken has collaborated with Dominic Ciambrone to launch Heinekicks

The limited-edition sneakers have Heineken Silver beer in the sole, added using a specialized surgical injection. Created with the help of Le Pub and BBH, each pair features a sleek green lenticular upper with silver and red accents. Built into the tongue is a removable metal bottle opener so wearers can open up a fresh drink.

Dominic Ciambrone said: “Partnering with Heineken for their 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, added: “At Heineken, we have always embraced change. 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 key to seizing life’s possibilities. We’re thrilled to be bringing Heinekicks to Singapore and we hope this inspires consumers to embrace fresh perspectives and spark new connections.”

Creative Creative Works Heineken

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