Heineken And TUMI Debut Custom “#Heineken100” Backpack

Heineken’s partnership with TUMI, the global leader in lifestyle, business and travel essentials and the most prevalent brand to ever participate in the program, marks the seventh year of the #Heineken100 program. The longest running and most premium product collaboration in the beer industry, #Heineken100 connects the brewer with the most innovative lifestyle brands in the world to create co-branded lifestyle products that are seeded to 100 of the world’s most influential men.

"I’m honored to be among the just 100-people receiving this amazing & ultra-limited backpack," said Matthew Chevallard, President and Creative Director of Del Toro Shoes and 2016 #Heineken100 recipient. "I will take my ‘traveling shoe salesman’ role across the globe with the #Heineken100 TUMI accessories. The backpack is the modern briefcase and its versatility allows me to function in the best possible way."

The first #Heineken100 release, a Miami-inspired TUMI tote with signature Heineken-green detailing, debuted in August. The third and final product, inspired by the global citizens of Amsterdam, will be revealed next month.

"Our goal is to not only create the best product with the best brands in the world, but to create something functional," saidColtrane Curtis, Founder and Managing Partner of Team Epiphany, the marketing agency that birthed the #Heineken100 program. "Functionality and utility are inherently at the epicenter of what luxury is."

Selected for both a defined aesthetic vision and sphere of active cultural influence, #Heineken100 partners have included Public School, Garrett Leight, retailer Union Los Angeles, Parabellum Mark McNairy, retailer KITH and Neighborhood Japan, among others.