New Balance Dad Shoes Include Limited-Edition Shoezie

It’s nearly Father’s Day, and to celebrate the dads, Miller Lite and New Balance teamed to create that one thing every beer-loving, white-sneaker-wearing father needs, but doesn’t yet know they want: the Shoezie. New Balance is already recognized as the maker of "the dad shoe," making it the apparel brand of choice to partner on creating the limited-edition shoe-koozie, which will allow a select number of fathers to drink their Miller Lite in (dad) style. Crafted from materials within New Balance shoes, the design is similar to the brand's 624 training shoes, only instead of someone's foot, it's designed to fit a beer and keep it cold (and comfortable, in case that's a concern of yours). "When we dreamed up the Shoezie, there was only one brand to bring it to life, and that was the maker of the classic ‘dad shoe,’ New Balance," said Sofia Colucci, vp of marketing at Miller Family of Brands, explained in a statement. "Together, we want to thank all dads out there for keeping the grass cut, grilling those perfect meats, agreeing to the family dog and of course, raising a Miller Lite, one can at a time." To promote the innovation ahead of 20 June, DDB created a print campaign featuring real-life fathers. The brands will also engage their social media feeds and influencers to promote the Shoezie. “The Shoezie brings together two brands that confidently celebrate their connection with dads,” said Jeff McAdams, vp of global marketing for New Balance. “New Balance and Miller Lite are excited to come together this Father’s Day to tip our hats to dads everywhere and give them the opportunity to enjoy the day in comfort and in style.” Customers in the U.S. can able to apply to receive a limited number of Shoezies on Father’s Day here. CREDITS CLIENT: Molson Coors, Miller Lite CMO: Michelle St. Jacques GLOBAL VP, MILLER FAMILY OF BRANDS: Sofia Colucci SR. MARKETING DIRECTOR, GLOBAL & NA MILLER LITE: Courtney Benedict MARKETING MANAGER: Allison Wallin ASSOCIATE MARKETING MANAGER: Catherine Pastiak SENIOR R&D PACKAGING DESIGN, STRATEGY & SUPPLY CHAIN BUSINESS PARTNER: Charles Ho Fung CLIENT: New Balance HEAD OF GLOBAL BRAND STRATEGY: Chuck Mauro SENIOR MANAGER, GLOBAL PR: Jennifer Keddy AGENCY CREATIVE AGENCY: DDB North America (collab between DDB Chicago and DDB San Francisco) CHIEF CREATIVE OFFICER, DDB WORLDWIDE: Ari Weiss CHIEF CREATIVE OFFICER, NORTH AMERICA: Britt Nolan EXECUTIVE CREATIVE DIRECTOR: Ben Wolan CREATIVE DIRECTOR: Nick Howard CREATIVE DIRECTOR: Nick Stoner ASSOCIATE CREATIVE DIRECTOR: Oskars Trinitis ASSOCIATE CREATIVE DIRECTOR: Carlos Savage ASSOCIATE CREATIVE DIRECTOR: Dan LaVigne ART DIRECTOR: Jerome Marucci COPYWRITER: Steve McElligott CHIEF PRODUCTION OFFICER: Diane Jackson SVP, EXECUTIVE PRODUCER: Matt Blitz EXECUTIVE ART PRODUCER: Suzanne Koller SENIOR PRINT PRODUCER: Carla Nieto SVP, GROUP ACCOUNT DIRECTOR: Kiska Howell ACCOUNT DIRECTOR: Diana El-Chantaf CHIEF STRATEGY OFFICER, DDB NORTH AMERICA: Eric Zuncic JUNIOR STRATEGIST: KJ Jackson PROJECT MANAGEMENT DIRECTOR: Jen Polan SOCIAL/DIGITAL DIRECTOR: Mike Norgard PRODUCTION MANAGER: Kevin Byrdak TALENT MANAGER: Chris Quinn PRODUCTION PRODUCTION COMPANY: Hero Solutions OWNER/LEAD DESIGNER: Ira Amyx OWNER/LEAD DESIGNER: Jay Neander JUNIOR PARTNER: Ian Jerome ART DIRECTOR: Andy Mason HEAD SEAMSTRESS: Beth Laske Miller MOLDING & MODELING (HDC FABRICATION): Tim Harrison 3D ARTIST: Natasha Mason PHOTOGRAPHY PHOTOGRAPHER: Jeff Minton OTHER MULTICULTURAL AGENCY: ALMA PR AGENCY: IFC Next MEDIA AGENCY: Connect New Balance Teams Up With UK Retailer Sports Direct to Capitalize on Running Boom

Alcohol Industry News

Miller Lite and New Balance Father's Day Collaboration Gives Dad a Sneaker for His Beer

Created by DDB, the limited-edition Shoezie is designed to keep a drink cold and comfy

Stephen Lepitak

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