Heineken, the world’s leading international brewer, launches the ninth year of its highly-anticipated #Heineken100 program by kicking-off its partnership with Italian Sportswear brand Kappa for a limited-edition, six-piece capsule collection.
The 2018 #Heineken100 program commemorates and continues the conversation following the World Cup, by partnering two global iconic brands that share 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 partnership with Kappa is a natural fit and we couldn’t be more excited about it as the brand shares our passion for soccer and sphere of cultural influence.”
The 2018 #Heineken100 collection includes:
- Kappa x #Heineken100 Tracksuit ($200.00) – Full white track suit made from 100% polyester featuring the iconic Kappa “Omini” Logo on both the jacket and pants. The suit is finished with the limited-edition #Heineken100 Football Federation patch.
- Kappa x #Heineken100 Jersey Set ($90.00 – $95.00) – A short sleeved, white tonal-striped jersey and matching soccer short set co-branded with the iconic Kappa “Omini” logo and the #Heineken100 football federation patch.
- Kappa x #Heineken100 Duffle ($75.00) – A co-branded white mesh/nylon duffle bag adorned with the Kappa logo and the #Heineken100 limited edition football federation patch.
- Kappa x #Heineken100 Friends & Family Jersey (Not Available for Purchase) – A green long sleeved, tonal-striped jersey co-branded with the Kappa “Omini” logo and the #Heineken100 football federation patch.
“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. “We’re thrilled to partner with Heineken on this year’s #Heineken100 program to bring our consumers a stylish, luxury collection that is simultaneously trending and timeless.”
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 Thursday, July 26. The pop-up provides the perfect home for the collection as it pairs the innovative retail shop with equally groundbreaking #Heineken100 program.
“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, the culture-first marketing agency that birthed the #Heineken100 program. “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.”
In 2017, Heineken partnered with the iconic Japanese Streetwear brand A Bathing Ape (BAPE) to produce one of the most celebrated collaborations of 2017. Previous #Heineken100 partners have included TUMI, Public School, Garrett Leight, Union Los Angeles, Parabellum, Mark McNairy, KITH and Neighborhood Japan, among others.
This Fall, Heineken will release its second #Heineken100 instalment of the year when the beer brand partners with one of the most influential clothing boutiques in the world.