Global beer brand Heineken is trying to rope in the younger demographic, announcing the release of its very own trainer range dubbed ‘Heinekicks’.
The idea came from the brand’s Singapore media agencies Publicis’ Le Pub and BBH Singapore, who have taken the everyday trainer and turned it into something altogether cool and pragmatic.
Hidden (well, rather overtly placed) within the high-tops is a very useful bottle opener and – get this – the sole of the shoe actually contains Heineken beer “for a more cushioned walk”.
Released to coincide with Heineken’s new lower-alcohol brand Silver, the shoes were designed by Dominic Ciambrone, the famous sneaker designer who has created kicks for the likes of LeBron James, DJ Khaled and Drake.
Thirsty for a pair already? Well you’ll have to be quick because Heineken have only made 32 pairs of the product, the first of which is being displayed at 313@Somerset in Singapore – a marketing exhibition running from August 10.
Get set to race on over to Singas, then!