Heineken Partners with Mark McNairy and Union LA for “Heineken 100″
Heineken®, the world’s leading premium beer brand, today announced their partnership with the LA-based retail store Union LA, and fashion designer Mark McNairy, for the “Heineken 100” program—an influencer and celebrity seeding program that celebrates tastemakers that represents Heineken’s “Man of the World.” For the partnership, Union LA and Mark McNairy created a signature colorway for McNairy’s classic saddle shoe in honor of the partnership.
“We are thrilled to partner with the extraordinary fashion visionaries, Mark McNairy and Union LA, for the second product from the ‘Heineken 100’ 2012 program” said Olga Osminkina, Senior Brand Director, HEINEKEN USA. “Mark and Chris truly exemplify Heineken’s consumer, a ‘Man of the World’ that is forward thinking, savvy and enjoys worldly experiences.”
Heineken has commissioned the creative direction of Los Angeles-based retail store, Union LA, and fashion designer, Mark McNairy, to create another color offering of McNairy’s leather saddle shoe. This shoe was chosen for the collaboration because, like Heineken, it is a perfect fusion of classic, traditional, modern and progressive. The all black leather shoe with a classic silhouette features a modern twist by incorporating a cushioned sole in Heineken green.
“Union LA and Mark McNairy are excited to work with a stellar brand like Heineken for their coveted ‘Heineken 100’ program,” says Chris Gibbs, owner of Union LA. “When designing the shoe, Mark and I used Heineken’s signature kelly green color to provide an eye-catching colorway for the sole.”
In its third year, the Heineken 100 influencer program identifies and celebrates various tastemakers across the nation, who represent Heineken’s “Man of the World” platform. Previous collaborative products for the program include: Ariel 7 headphones, Tsovet watches, Union LA t-shirts, Android Homme sneakers, New Era fitted caps, tote bags designed by fashion duo Dee & Ricky, and most recently a limited-edition weekender duffle bag with Public School.
April 17, 2013