White Plains, N.Y.-based Heineken USA, in partnership with St. Louis-based Tumi, kicked off the seventh year of its #Heineken100 initiative by releasing the first of three travel, business and lifestyle accessories. Heineken is partnering with the most innovative brands in the retail market to develop limited-edition co-branded products that are seeded to 100 of the world’s most influential men, the companies say.
The first #Heineken100 2016 release is a custom Miami-inspired Tumi tote featuring signature Heineken-green detailing. The Tumi tote is designed with superior interior functionality, the company says.
Selected for both a defined aesthetic vision and sphere of active cultural influence, #Heineken100 partners have included Public School, Garrett Leight, retailers Union Los Angeles and KITH, Parabellum Mark McNairy and Neighborhood Japan, among others.
“We’re excited to partner with Heineken, as both our brands represent global, premium craftsmanship and a shared dedication to our customers,” said Tumi Global Creative Director Michael Petry in a statement. “We are constantly inspired by our global citizens and look forward to perfecting the journeys of these new innovators and tastemakers as they embark upon their next adventure.
The second Tumi #Heineken100 product, curated for New Yorkers, will debut in September, while Amsterdam’s item will round out the 2016 initiative in October, it adds.
Heineken Senior Brand Director Quinn Kilbury said: “Every year, #Heineken100 exceeds our goals and expectations. This year, we are expanding the program’s reach and utilizing it to strategically support our sales growth.”