Heineken makes sneakers with actual beer in them

The beer producer has managed to incorporate beer into the soles of a pair of sneakers to promote its new lager. – Photo: AFP Relaxnews

These latest must-have sneakers may not be to everyone's taste, but for beer lovers, they could really raise the bar. Heineken has managed to incorporate beer into the soles of a pair of sneakers to promote its new lager.

Forget sneakers with soles that give off flashes of light with each step, or even those with built-in glitter. While fashion design may not be its usual territory, there's no doubt that Heineken has pulled out all the stops to promote its latest lager, Heineken Silver. But rather than using its prime product to fill a pint glass, the Dutch brewing giant has incorporated the beer into a pair of sneakers!