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Heineken and The Shoe Surgeon Drop Sneakers That Will Have You Walking on Beer

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'Heinekicks' from Le Pub, BBH and sneaker virtuoso Dominic Ciambrone celebrates the launch of Heineken Silver

Heineken and The Shoe Surgeon Drop Sneakers That Will Have You Walking on Beer

Heineken Silver with the help of Le Pub and BBH celebrated sneaker virtuoso Dominic Ciambrone, also known as ‘The Shoe Surgeon’, have teamed up to drop Heinekicks: limited-edition sneakers that will have you 'Walking on Beer'. The collaboration follows the launch of Heineken® Silver, and sets out to celebrate the innovation behind the smooth, easy-to-drink beer brewed for a new generation of drinkers eager to elevate and refresh the social occasions of today. 

Handing full rein to the creative genius behind some of the most high-profile custom sneakers worn by the likes of LeBron James, DJ Khaled and Drake, the result is an expression of Heineken Silver’s Unexpectedly Smooth proposition in a pair of sneakers that are the first of their kind. 

To match Heineken’ Silver’s signature colourway, each pair features a sleek green lenticular upper with silver and red accents. Built into the tongue is a removable metal bottle opener, a handy feature when it’s time to enjoy a Heineken Silver. 

Elevating the shoes are soles with Heineken Silver, added using a specialised surgical injection method to make Heinekicks the first ever pair of sneakers that allow you to walk on beer. As symbolic as it is functional, the soles provide the wearer with an unexpectedly smooth and unique sensation when on the go - an experience parallel to the smooth taste of Heineken Silver.

The Shoe Surgeon said, “Partnering with Heineken for their new beer was a fun challenge. 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.’’

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

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

Take a First Look: Heinekicks to be on Display at Limited Edition Vault 

Pairs of Heinekicks will be on display at the Limited Edition Vault at 313@Somerset as part of Project Future organised by Cultural Cartel x Tomorrow Lapse. This special preview will run throughout the six-day event from 10th - 15th August 2022. 

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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


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


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

Genres: Fashion & Beauty

Categories: Beers, Alcoholic Beverages

BBH Singapore, Tue, 02 Aug 2022 13:22:52 GMT