Heineken teams with The Shoe Surgeon to launch limited-edition Heinekicks sneakers

Heineken has teamed with Dominic Ciambrone – also known as ‘The Shoe Surgeon’ – to launch a limited run of Heinekicks sneakers.

Only 32 pairs of Heinekicks have been made as a marketing push for its lighter Heineken Silver beer. The link being that the shoe has Heineken Silver injected into its sole, so that wearers are ‘walking on beer’.

“Partnering with Heineken for their new beer was a fun challenge,” said The Shoe Surgeon.

“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.”

To match Heineken Silver’s signature colourway, each pair features a green lenticular upper with silver and red accents. Also built into the tongue is a removable metal bottle opener.

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 the 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.”

Seven of the 32 pairs of Heinekicks are set to launch in Singapore in Q4 2022. Pairs of Heinekicks will also be on display at the Limited Edt Vault at 313@Somerset. The preview will run from August 10th to 15th.