NEW YORK, Dec. 7, 2017 — Today, Heineken®, the world’s leading international brewer, launches the eighth year of its coveted #Heineken100 program, partnering with A Bathing Ape® (BAPE®), the global streetwear phenomenon. #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.
For more information, follow the #Heineken100 or #BAPE hashtag on Instagram at @Heineken_US or @BAPE_US.