鞋底带酒说走就走能跑步的运动鞋，满大街都是。但装着啤酒让人跑的运动鞋，我还是头一次见。喜力（Heineken）最近就联合球鞋定制团队 The shoe surgeon，推出了一款「啤酒运动鞋」——Heinekicks。
不用怀疑你的眼睛——所见即所得。鞋底黄色的透明液体，就是啤酒。
穿上这双鞋，越走越上头这双鞋由知名设计师 Dominic Ciambrone 操刀，鞋子的核心创意就是「在啤酒上行走」。
图片来自：GQ France这位设计师来头也不小，曾为 Drake、DJ Khaled 和 LeBron James 等人设计运动鞋。这双啤酒鞋上，他特意在气垫层注入了喜力一款专为 Z 世代打造的新口味淡啤酒 SLIVER，在鞋身周围还环绕了一根软管，似乎在说 「这真的是一款可以吸的啤酒鞋哦」。也不知道 Z 世代们都买不买单呢？
除了鞋身、鞋底的创意，这双鞋还别有玄机。在鞋舌的夹层里，设计师还悄悄塞了一个银色金属可拆卸的开瓶器。
弯弯腰，就能获得一个既能装饰又有实用价值的开瓶器。穿上它户外探险，或许还能随时随地痛快开瓶，一饮而尽。
不过有一说一，喜力这款啤酒创意固然很有看头，只是注入气垫层的啤酒，静置摆着可能问题不大，但要是穿上出门，可能还是见仁见智了。想象一下——走在街上，鞋底一晃一晃的黄色液体，是不是很容易引起不必要的误会......
当然了，只要你不尴尬，尴尬的就是别人。不过还想问一句，有脚气的人也能喝吗？喝了还能健在吗？
这双啤酒鞋将于 8 月 11 日在新加坡发售，而且是限量款，据说全球仅 32 双哦。具体体验如何，到时就等发售后的测评吧！
啤酒配鞋，不是第一次 说起啤酒「碰撞」运动鞋，喜力不是第一次做了。早在 2003 年的夏天，喜力就曾与 Nike 联名推出过一款 Nike Dunk Low Pro SB「Heineken」喜力单品板鞋。
热爱球鞋的粉丝都知道，Nike Dunk low 一直是 Nike 的热门鞋型之一，常年都是跨界合作的标杆性款式。
而喜力这款绿、白、红配色的貌似也还不错，撞色搭配非常抢眼，当时此鞋限于澳洲、美国及加拿大等地独家发售，盛传限产 750 对。这么多年过去了，球鞋价格也一路飙升，目前市场售价在 2 万到 4 万元不等。
图片来自：ebay不仅老牌啤酒品牌喜力与 Nike 联名，英国 NewcastleBrown 啤酒公司在 2008 年也曾与 Nike 合作推出 Newcastle Nike SB Dunk Low。同样以品牌棕色调作为鞋身配色，果然是对家，营销方式上也要不分上下。
目前这双联名款市场售价也在 600-800 美元不等。
图片来自：kicksonfire你以为啤酒配鞋已经很夸张，饮品界玩得开的可不止喜力！近年来国内饮品牌子们也纷纷开始玩起了球鞋联名，真一时分不清是惊喜还是惊吓。比如，大家都熟悉的奶茶届翘楚喜茶，平时总能看到喜茶与各种品牌的营销活动，而在 2020 年喜茶和运动鞋看对了眼，与 adidas originals、回力陆续推出合作款。这双鞋的灵感来自于喜茶招牌茶饮「多肉葡萄」：
双方以 ZX 7000 作为创作基底款式，加入「多肉葡萄」的概念，产出了这双紫色调的喜茶款运动鞋，限量发售 600 双。
喜茶 HEYTEA x adidas Originals ZX 7000但当时市场反响似乎翻车，有人说感觉以后喝多肉葡萄都会有「脚臭味」。别说了，我感觉味道已经飘浮上来了。而喜茶与国货之光回力推出的一款联名帆布鞋，同样选择了回力的畅销款式。
点睛之处就是鞋带上的喜茶卡扣，简单的配色和装饰，以及百元内的价格。这双鞋当时反响还不错，某红书上有不少用户的分享笔记。
图片来自：运营派其实饮品和鞋不是不能搞合作，前提是不引起用户反感，都能诞生好创意。
啤酒鞋背后，想变年轻的喜力回到喜力身上，可能真正买这双啤酒鞋的没多少人，更别说喝里面的酒了。但是通过这双啤酒鞋再次注意到喜力的人，肯定就多了。
喜力，一个已经诞生超过 150 年的荷兰老品牌。「Heineken100 企划」其实就是喜力在 2013 年为了庆祝品牌 150 周年开展的纪念活动，简单来说，就是和各种年轻人熟悉的品牌联名合作，来强化自己依旧年轻和时尚的品牌形象。
图片来自：喜力和 Kappa 合作近年来，所有品牌只要开启过联名，就几乎不会断掉，每年几乎都能看到新的联名花招。有些是一直与一个品牌合作不同款式，有些则是一年一换或者半年一换，像极了都市男女的恋爱插曲，合得来则继续恋爱，不合马上换新。
喜力又有哪些出名的「EX」呢？在 2013 年，喜力便与美国商旅箱包品牌 TUMI 联名推出过一款限量手提包。时间可能比较久远，现在 TUMI 这个品牌似乎也已经淡出年轻人的视野。
这款包的包身同样点缀了经典的喜力绿，现在看起来，这款手提包似乎也没有很过时？
但当你看完模特拍摄的宣传图片后，是否感觉和现在又潮又年轻的喜力调性相差太多？仿佛是欧美版的海澜之家，商务感很重，感觉是喜力一次踩雷联名。2015 年，喜力联合美国小众潮牌 KITH 在其纽约旗舰店推出限量联名系列，当时发布会以喜力绿为主色调，现场氛围感满满。
KITH 旗舰店揭幕的喜力跨界系列发布的展厅一片「喜力绿」
此次合作款以浅灰色系为主，代表了纽约独有的街头文化
KITH 店内配饰时间来到 2017 年，这次喜力，似乎找对了合作品牌，合作对向转向日本潮牌 BAPE。
喜力 x BAPE 2017BAPE该系列以 Heineken 经典啤酒玻璃瓶绿色为点缀，和 BAPE 经典的迷彩风格混搭，隔着屏幕都能感受到一股桀骜不驯的潮流态度。
喜力 x BAPE 联名款啤酒袋 2017不得不说，这个啤酒袋看着还是没什么大问题的，简单而实用，也不过分抢眼。2018 年，喜力与美国街头潮流品牌 UNION LA 推出合作系列整体风格偏居家休闲，而 UNION LA 也是一个联名不断的热门街头品牌有日潮天堂之称，合作品牌如：潮流鼻祖 Stüssy、Fear of God 等等。
看了喜力这些年比较典型的联名系列，可以很明显地感受到喜力在不断调整年轻化的营销策略，无论是早期与潮牌的合作，还是如今与知名球鞋设计师合作发售的啤酒鞋，每一步都在洞察和考量当下的年轻人。
如何成功吸引 Z 世代的关注，并让其成为品牌的忠实用户，无论是老品牌还是新品牌都在不断尝试和探索。这不仅需要品牌自身产品的不断革新，营销力量的创新也少不了。那么，喜力的啤酒鞋，还有这些年轻化的新品，你觉得如何？
越南生产 Mac 和 Apple Watch，却是中国苹果供应链外延
畸形的小红书、抖音打卡，从不要脸到不要命
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