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

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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.

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