![](https://p0.ssl.img.360kuai.com/t013886f73e0d83c8a3.jpg)
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。
![](https://p0.ssl.img.360kuai.com/t011135c79484c4a5da.jpg)
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。
![](https://p0.ssl.img.360kuai.com/t01ba04cfb0285d38f9.gif)
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」。
![](https://p0.ssl.img.360kuai.com/t016c2937ab9a6c83b2.jpg)
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?
![](https://p0.ssl.img.360kuai.com/t012fdd58d970842c92.jpg)
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。
![](https://p0.ssl.img.360kuai.com/t01c4bd1e80bc1ca35a.jpg)
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。
![](https://p0.ssl.img.360kuai.com/t01a3d01909c1710c84.jpg)
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......
![](https://p0.ssl.img.360kuai.com/t01e0ce23f71c78b5f2.jpg)
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?
![](https://p0.ssl.img.360kuai.com/t012bd733760f617918.jpg)
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!
![](https://p0.ssl.img.360kuai.com/t01b7f7e7d3768aa735.jpg)
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。
![](https://p0.ssl.img.360kuai.com/t0159f72f4e89a006a4.jpg)
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。
![](https://p0.ssl.img.360kuai.com/t019b2b0a8798735ca5.jpg)
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。
![](https://p0.ssl.img.360kuai.com/t01702584b94aa10ff3.jpg)
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。
![](https://p0.ssl.img.360kuai.com/t017cf3e45905df93fc.jpg)
目前这双联名款市场售价也在 600-800 美元不等。
![](https://p0.ssl.img.360kuai.com/t0101ddd70704490466.jpg)
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」:
![](https://p0.ssl.img.360kuai.com/t019cc476d5578bcae4.jpg)
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。
![](https://p0.ssl.img.360kuai.com/t01600ac90ba3ade27a.jpg)
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。
![](https://p0.ssl.img.360kuai.com/t01fba5590623b40426.jpg)
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。
![](https://p0.ssl.img.360kuai.com/t01be0fc43f79c3cc88.jpg)
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。
![](https://p0.ssl.img.360kuai.com/t012ebf697183dfcd7f.jpg)
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。
![](https://p0.ssl.img.360kuai.com/t01b0b5588b3b906f76.jpg)
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。
![](https://p0.ssl.img.360kuai.com/t01abeeb12d2258fb0a.jpg)
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。
![](https://p0.ssl.img.360kuai.com/t01f1ec1b3dddbcc2fc.jpg)
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?
![](https://p0.ssl.img.360kuai.com/t015df2816a8862df16.jpg)
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。
![](https://p0.ssl.img.360kuai.com/t01970728b0237ae51c.jpg)
KITH 旗舰店揭幕的喜力跨界系列发布的展厅一片「喜力绿」
![](https://p0.ssl.img.360kuai.com/t0112bae71034ab1aa2.jpg)
![](https://p0.ssl.img.360kuai.com/t01e37143759086101c.jpg)
此次合作款以浅灰色系为主,代表了纽约独有的街头文化
![](https://p0.ssl.img.360kuai.com/t01ed2cb6ac8efd2df4.jpg)
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。
![](https://p0.ssl.img.360kuai.com/t01950b57d3fbf7d2e7.jpg)
![](https://p0.ssl.img.360kuai.com/t01c457fab3a24e0ff9.jpg)
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。
![](https://p0.ssl.img.360kuai.com/t01280be7d4a9e9c099.jpg)
![](https://p0.ssl.img.360kuai.com/t01b8c22758e0fa31de.jpg)
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。
![](https://p0.ssl.img.360kuai.com/t01a68ba5ac19e98168.jpg)
![](https://p0.ssl.img.360kuai.com/t01bb35932042b6c619.jpg)
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。
![](https://p0.ssl.img.360kuai.com/t01dd0c051a32200c39.jpg)
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?
![](https://p0.ssl.img.360kuai.com/t01aae7a55ecedd4109.jpg)
越南生产 Mac 和 Apple Watch,却是中国苹果供应链外延
![](https://p0.ssl.img.360kuai.com/t011700a7a5bed3c966.jpg)
畸形的小红书、抖音打卡,从不要脸到不要命
![](https://p0.ssl.img.360kuai.com/t01b9c8ca864c1891ca.jpg)
![](https://p0.ssl.img.360kuai.com/t010c9b7847aefd9c0b.jpg)
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盛琬施959广场舞爱情这杯酒谁喝都得醉2014最新广 -
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