Asia Brewers Network

Heineken Launches Beer-Injected Sneakers

8th August 2022

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Heineken has teamed up with Dominic “The Shoe Surgeon” Ciambrone to launch Heinekicks, shoes with beer-injected soles.

Developed in conjunction with creative agencies BBH Singapore & Le Pub, each pair of Heinekicks features a sleek green lenticular upper with silver and red accents, and soles pumped full of Heineken Silver.

A removable metal bottle opener is also built into the tongue of the sneaker.

“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,” shared Gerald Yeo, marketing director at Asia Pacific Breweries Singapore.

“We’re thrilled to be bringing Heinekicks to Singapore and we hope this inspires consumers to embrace fresh perspectives and spark new connections.”

Only 32 pairs of Heinekicks are being created globally. In Singapore, Heinekicks will be on public display at the Limited Edition Vault at 313@Somerset as part of Project Future organised by Culture Cartel x 2MR Labs starting from 1 August 2022.

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Article by:

Oliver Woods

Oliver Woods


Beer Asia

Oliver is a marketing strategist by trade and a craft beer enthusiast by choice. He is the founder of consulting firm Beer Asia and lives, works and drinks between Kuala Lumpur, Malaysia and Saigon, Vietnam. You can find him on Twitter @oiwoods

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