Adding blood to custom sneakers might (or might not) be controversial, but Heineken is banking on beer-filled soles being less problematic. The beer brand has teamed up with Dominic Ciambrone, aka The Shoe Surgeon, to create custom sneakers to promote Heineken’s new beer, Heineken Silver.
The Heinekicks combines the brand’s signature visual elements with red, green, and silver throughout the sneakers. Inspired by the smoothness of Heineken Silver, beer is injected into the soles to give the wearer the experience of walking on beer. The brand’s star logo appears on the tongue, which just so happens to sport a pocket containing a beer opener with The Shoe Surgeon’s logo.
