Heineken and A Bathing Ape to create New York pop-up

Heineken is partnering with high-end streetwear brand A Bathing Ape to create a limited-edition collection and a pop-up shop in New York.

The campaign is part of the "#Heineken100" activity through which the brewer collaborates with retailers to create products to gift to "the world's 100 most influential beer drinkers".

It is the first time that it has had an experiential element. The pop-up will only be open for one day on 12 December.

US agency Team Epiphany has created the campaign. Its founder and managing partner Coltrane Curtis said: "The goal of the #Heineken100 program has always been to connect the brand with people who drive culture forward.

"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."

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