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Walking On Beer Is Now Possible Thanks To Shoe Surgeon And Heineken

by Rudy Sanchez on 08/04/2022 | 2 Minute Read

Adding blood to custom sneakers might (or might not) be controversial, but Heineken is banking on beer-filled soles being less problematic. The beer brand has teamed up with Dominic Ciambrone, aka The Shoe Surgeon, to create custom sneakers to promote Heineken’s new beer, Heineken Silver.

The Heinekicks combines the brand’s signature visual elements with red, green, and silver throughout the sneakers. Inspired by the smoothness of Heineken Silver, beer is injected into the soles to give the wearer the experience of walking on beer. The brand’s star logo appears on the tongue, which just so happens to sport a pocket containing a beer opener with The Shoe Surgeon’s logo.

Editorial photograph
Editorial photograph

The campaign is the work of Publicis Groupe agencies Le Pub and BBH Singapore.

“At Heineken, we have always embraced change,” said Gerald Yeo, marketing director at Asia Pacific Breweries Singapore, a subsidiary of The Heineken Company, in a press release. “The launch of Heineken Silver is a testament to this, and the limited edition Heinekicks manifest 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.”

Editorial photograph

There are only 32 pairs of Heinekicks being produced, with seven dropping on August 11th in Singapore. The initial pair will be displayed at the Limited Edt location at 313@Somerset from August 10th to August 15th as part of the Project Future exhibit.


Images courtesy of Heineken.

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