Last Tuesday, Sneakersnstuff threw a little something to bring our attention to their adidas Originals ‘Brewery Pack’. The pack is inspired by different elements and stages of the brewing process and although I thought I had a firm favourite, when you’re in their company it’s not so easy to decipher.
Press events are funny. Usually it plays out like this; head to the event, semi-feign interest in a product with the real motivation behind your visit being the free bar, a bit of grub and catching up with fellow freeloaders. On the surface this press event was no different, however, the product we’d all headed down to see was genuinely beautiful and the free bar was brought to the forefront of the occasion because the beers on offer were specially crafted around the release.
Holding court for the night was Tomas Hallgren, one of the co-founders behind The Stockholm Brewing Company. He talked us through the 3 specially commissioned craft beers, each corresponding to a shoe from the collection. You had the ‘Stan Session’ IPA, the ‘Flux Saison’ a Belgian style lager and a strong 6% ‘Guidance IPA’ which represented the EQT Running Guidance ’93 perfectly. The whole collection, as you can see, pulls from the colour pallet found in a brewery; shiny copper, hues of malt and hops and oxidised copper.
Once we’d had our talk with Tomas the night took a really casual turn, with burgers being delivered by Meat Mission to keep anyone from taking a turn for the worse after a few too many visits to the SNS fridge. So probably for the best.
As stated, the pack is only available through Sneakersnstuff with the release dates as follows:
EQT Running Guidance ’93 ‘Malt’ – 16.05.15
Stan Smith ‘Copper Kettle’ – 23.05.15
ZX Flux ‘Aged Copper’ – 30.05.15
Photography: James Clothier for The Daily Street