Heineken and Kappa USA team up on sporty #Heineken100 capsule
International brewer Heineken has chosen Italian sportswear brand Kappa as its partner for the latest World Cup-themed edition of the company’s #Heineken100 program, resulting in a six-piece soccer-focused capsule.
The collection marks the ninth year of the program, which produces limited-edition co-branded products that are distributed to “the 100 most influential beer drinkers of the world”.
The capsule includes a white polyester tracksuit, a short-sleeved jersey and matching soccer short set, and a mesh and nylon duffle bag. The collection also features a long-sleeved green “Friends & Family” jersey which is not available for purchase.
All pieces are co-branded with the Kappa “Omini” logo and the limited-edition #Heineken100 Football Federation patch.
“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,” stated Felix Palau, senior VP of marketing for Heineken USA, in a release. “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.”
“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,” added Dre Hayes, co-founder of Kappa USA’s partner company The Foundation.
For the second time since the program started, the latest #Heineken100 collection will be available for purchase by consumers over the age of 21 through a pop-up at New York’s Stadium Goods on Thursday, July 26.
Prior to Kappa, the last #Heineken100 collaboration was with Japanese streetwear brand A Bathing Ape (BAPE) and previous program partners include Tumi, Garrett Leight and Parabellum.
A second #Heineken100 collaboration with an as yet undisclosed apparel boutique is slated for release this fall.
Prices for pieces in the Kappa x #Heineken100 capsule range from $75 for a duffle bag to $200 for a tracksuit.
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