Heineken Drops Its Heinekicks, a Sneaker That Lets Wearers Walk on Beer

The brand partnered with celebrated designer The Shoe Surgeon to promote its new, lighter beverage

Save 50% on your Social Media Week pass! Join leading brands and agencies in NYC this April 9–11 to learn about emerging trends, tools and strategies. Register now—savings expire Dec. 11.

Unusual sneaker collaborations are nothing new. Anyone remember Nike and Ben & Jerry’s Chunky Dunkys, the Lego-branded Adidas shoe or Reebok’s recent partnership with mid-century modern furniture designer Eames? Such strange design collabs are often the result of brands vying to stand out in a crowded sector. Enter Heineken’s “Heinekicks,” a sneaker with which people can drink beer.

For this creation, Heineken teamed up with “The Shoe Surgeon,” aka Dominic Ciambrone, a celebrated sneaker designer who has made kicks for the likes of LeBron James, DJ Khaled and Drake.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in