Heineken, the world’s leading international brewer and #85 on Interbrand’s latest Best Global Brands list , today kicks off the eighth year of its coveted #Heineken100 program, partnering with A Bathing Ape (BAPE), the global streetwear phenomenon. More details in the press release:
#Heineken100 previously collaborated with the most innovative names in retail to develop premium co-branded products gifted exclusively to the world’s 100 most influential beer drinkers. For the first time in the history of the program, however, this year’s #Heineken100 products will be available for consumers 21 and older to purchase at a pop-up shop in New York City.
“This year’s #Heineken100 campaign brings together two brands with global ubiquity, whose consumers have a taste for luxury and innovation,” said Raul Esquer Lopez, Heineken USA Brand Manager. “We’re thrilled to partner with BAPE®, an iconic brand that shares a history of inventiveness through creating highly-aspirational imports for the man of the world.”
The 2017 #Heineken100 collection comprises a limited-edition, four-piece capsule collection:
BAPE® x #Heineken100 Half-Zip Pullover Shark Hoodie ($399.00) – The iconic BAPE® shark hoodie comes in a half-zip design with a kangaroo pouch. The hoodie features Heineken-green accents and a black-on-black #Heineken100 crest on the sleeve.
BAPE® x #Heineken100 Camo Coach Jacket ($413.00) – The coach’s jacket features the BAPE® signature camo print on the exterior with a Heineken-green camo lining. The BAPE® logo is on the front of the jacket with the #Heineken100 seal on the wrist.
BAPE® x #Heineken100 T-Shirt ($112.00) – A classic screen-printed logo T-shirt with Heineken-green accents and limited-edition #Heineken100 seal.
BAPE® x #Heineken100 Six-Pack Bottle Carrier ($115.00) – The six-bottle co-branded carrying case features BAPE® camo print and both brand logos.
“We’re excited to partner with Heineken on a program that shares our aesthetic visions and sphere of active cultural influence,” said Kevin Le, Marketing Supervisor, USAPE. “Much like BAPE®, the #Heineken100 collection brings luxury and quality products to consumers throughout the world.”
Limited quantities of the #Heineken100 collection will be available for purchase to consumers 21 and older at a one-day-only pop-up shop at Japanese gastropub Izakaya on Tuesday, December 12th from 11:00AM to 4:00PM. Izakaya is located in the East Village neighborhood of Manhattan at 326 East 6th St, New York, NY 10003.
“The goal of the #Heineken100 program has always been to connect the brand with people who drive culture forward,” said Coltrane Curtis, Founder & Managing Partner of Team Epiphany, the marketing agency behind the initiative. “This year, we listened to the fans. By opening up #Heineken100 to New Yorkers, we’re able to directly engage with consumers in one of the most influential cities in the world.”
The 2017 #Heineken100 program continues the brand’s legacy of seeking out synergistic, taste-making partners across the world. Last year, Heineken collaborated with luggage brand TUMI to create a series of essential travel products. Previous #Heineken100 partners include Public School, Garrett Leight, Union Los Angeles, Parabellum, Mark McNairy, KITH and Neighborhood Japan, among others.
HEINEKEN USA Inc., the nation’s leading high end beer importer, is a subsidiary of HEINEKEN International NV, the world’s most international brewer. Key brands imported into the U.S. are Heineken®, the world’s most international beer brand, the Dos Equis Franchise, the Tecate Franchise and Strongbow Hard Apple Ciders. HEINEKEN USA also imports Amstel Light, Amstel Xlight, Indio, Carta Blanca and Bohemia brands. For the latest information on our company and brands, follow us on Twitter @HeinekenUSACorp, or visit HEINEKENUSA.com.
About A BATHING APE (BAPE)
Situated in the heart of Tokyo, one of the leading fashion hubs of the world, Nowhere Co., Ltd. strives to introduce Japanese fashion culture to the world. Since the brand’s establishment in 1993, it has remained as a symbol of street fashion for more than 24 years. Thus far, it has produced iconic design items, original patterns and characters such as “APE HEAD”, “BAPE® CAMO”, “BAPE STA™”, “SHARK HOODIE” and “BABY MILO®” etc. It has now expanded into Men’s, Ladies’ and Kids’ line and is carried throughout stores in Japan and also sold in US, France, Hong Kong and China, has cemented its place as a global street wear legend and has garnered the support of fashionistas.