Heineken Collaborates With ‘The Shoe Surgeon’ to Have You Walking on Beer

You’ve heard of walking on sunshine, but how about walking on beer? it’s much cooler. Obviously.

Heineken has teamed up with Le Pub, BBH, and celebrated sneaker designer Dominic Ciambrone, also known as ‘The Shoe Surgeon’, to drop “Heinekicks”, limited-edition sneakers that will literally have you ‘Walking on Beer’.

The collaboration which pitches the launch of Heineken Silver, taps the talent behind some of the most high-profile custom sneakers worn by people such as LeBron James, DJ Khaled and Drake.

To match Heineken’ Silver’s signature colorway, each pair features a sleek green upper with silver and red accents.

 
 

And there is a removable bottle opener built into the tongue–of course!

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

 
 

“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.’’

Seven of the 32 created Heinekicks are slated to drop in Singapore in Q4 2022.

Pairs of Heinekicks will be on display at the Limited Edition Vault at [email protected] as part of Project Future organized by Cultural Cartel x Tomorrow Lapse. This special preview will run throughout the six-day event from 10th – 15th August 2022.


Credits

Heineken
Global Senior Director Heineken® Brand: Bram Westenbrink
Heineken® Apac Brand Director: Rajeev Sathyesh
Global Communication Director Heineken® Brand: Daniela Iebba
Global Communication Manager Heineken® Brand: Tanya Lubis
Heineken® Global Digital Development Manager: Pearly Lim Mei Sze
Senior Brand Manager Heineken® Vietnam: Nguyen Ngoc Han
Heineken® Global Pr Lead: Jonathan O’lone

LePub/BBH Singapore
Global Chief Creative Officer Publicis WW: Bruno Bertelli
BBH Singapore Creative Team
Chief Creative Officer: Sascha Kuntze
Group Creative Directors: Gaston Soto, Nikhil Panjwani
Associate Creative Directors: Adeline Siow, Kenneth Foo

LePub Global Creative Team
Executive Creative Director: Cyril Louis
International Coordination Creative Director: Guy Lewis
Associate Creative Director Publicis Italy: Livio Gerosa

BBH Singapore Account Team
Business Director: Manavi Sharma
Account Director: Andy Norris
Account Manager: Crystal Loo

LePub Global Account Team
General Manager Publicis Italy: David Pagnoni
Global Senior Account Director: Francesca Baldrighi

Strategists
BBH Strategy Team: Tom Hargreaves, Gwen Lee
Lepub Global Strategy Director: James Moore

BBH Singapore Production
Head Of Production: Wendi Chong
Head Of Operations: Eddie Jackson
Digital Imaging: Sally Liu
3d Production Partner: Pleid St.
Digital Senior Art Director: Nico Tangara
Design & Shoe Production Partner: The Shoe Surgeon

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