Heineken, the world’s leading international brewer partnered with Italian Sportswear brand Kappa for a limited-edition, six-piece capsule collection. The association marks ninth year of the brewer’s highly-anticipated #Heineken100 program, that partners two global iconic brands with a rich heritage of supporting soccer style and culture
As the longest running and most premium product collaboration in the beverage space, #Heineken100 continues to partner Heineken with the most innovative names in retail to develop limited-edition, co-branded products that are seeded to the 100 most influential beer drinkers of the world.
“The #Heineken100 program continues the brand’s tradition of creating luxury products that our consumers love – helping Heineken stay relevant amongst the most influential groups in culture,” said Felix Palau, Senior VP of Marketing for Heineken USA.
The collection includes tracksuit, Jersey Set, Duffle priced between USD 75 to USD 200.
“The world’s largest soccer tournament is over, but Heineken and Kappa are still here continuing both brands’ rich history of collaboration and support of soccer style and culture,” said Dre Hayes, Co-Founder of The Foundation – Kappa USA’s partner company.
For the second time in the history of the nine-year program, the #Heineken100 products will be available for consumers 21 and older to purchase exclusively at Stadium Goods – the world’s premier streetwear marketplace on July 26.
“This year’s collaboration between Heineken and Kappa highlights the refined taste and passions of both brands’ consumers through a luxury capsule collection that lives at the intersection of sports and high-fashion,” said Coltrane Curtis, Founder and Managing Partner of Team Epiphany.
“While many brands attempted to join in on the conversation during the world’s largest soccer tournament, few have the connection to soccer style and culture like Heineken and Kappa authentically have,” Coltrane added further.
Last year, Heineken associated with the iconic Japanese Streetwear brand — A Bathing Ape to produce one of the most celebrated collaborations of 2017. Previous #Heineken100 partners included TUMI, Public School, Garrett Leight, Union Los Angeles, Parabellum, Mark McNairy, KITH and Neighborhood Japan, among others.