Heineken's new sneakers are filled with beer

Limited edition kicks promoting Heineken Silver were designed by the Shoe Surgeon

Published On
Aug 02, 2022

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Getting beer on your shoes might be a hazard of sticky-carpeted nightclubs, but having beer in your shoes? It's a fashion statement, according to Heineken.

The brand's Asia Pacific branch has created "Heinekicks," a limited edition line of sneakers whose soles are injected with Heineken Silver, a new lighter brew aimed at Gen Z.  

The brand teamed up with sneaker designer Dominic Ciambrone, aka the Shoe Surgeon (who's designed kicks for the likes of Drake, DJ Khaled and LeBron James) to create the shoes. The campaign comes from Publicis Le Pub and BBH Singapore.

According to Heineken's statement, the point of the kicks is to illustrate the idea of "walking on beer" and create an "unexpectedly smooth and unique" sensation while you're on the go—mirroring the "smooth" taste of Heineken Silver.

The design itself also reflects the signature colors of the brew, with a green lenticular upper and silver and red accents. And built into the tongue is a removable metal bottle opener.

Heinekicks: Built into the tongue is a removable bottle opener

“Partnering with Heineken for their new beer was a fun challenge," said Ciambrone, in the statement. "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.’’

Heinekicks: Built into the tongue is a removable bottle opener

The "Heinekicks" will drop in Singapore in the fourth quarter; 32 pairs have been created, seven of which are up for grabs. In the meantime, they can be seen on display from Aug. 10-16 in a Singapore shopping mall, the Limited Edition Vault at 313@Somerset, as part of a "Project Future" exhibition organized by Cultural Cartel x Tomorrow Lapse.

Heinekicks back side


Aug 02, 2022
Client :
Agency :
Publicis Le Pub/BBH Singapore
Global Senior Director :
Bram Westenbrink
Brand Director :
Rajeev Sathyesh
Global Communication Director :
Daniela Iebba
Global Communication Manager :
Tanya Lubis
Global Digital Development Manager :
Pearly Lim Mei Sze
Senior Brand Manager :
Nguyễn Ngoc Han
Global PR Lead :
Jonathan O’Lone
Global Chief Creative Officer Publicis WW :
Bruno Bertelli
Chief Creative Officer :
Sascha Kuntze
Group Creative Director :
Gaston Soto
Group Creative Director :
Nikhil Panjwani
Associate Creative Director :
Adeline Siow
Associate Creative Director :
Kenneth Foo
Executive Creative Director :
Cyril Louis
International Coordination Creative Director :
Guy Lewis
Associate Creative Director :
Livio Gerosa
Business Director :
Manavi Sharma
Account Director :
Andy Norris
Account Manager :
Crystal Loo
General Manager :
David Pagnoni
Global Senior Account Director :
Francesca Baldrighi
Strategy :
Tom Hargreaves
Strategy :
Gwen Lee
Strategy :
James Moore
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

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