Heineken announced today the launch of their annual summer music program, Heineken Red Star Access. The program will kick off in Chicago on August 18th with performances by hip hop musicians Nas and Pusha-T and will be hosted by comedian Affion Crockett with music provided by DJ Kiss. Following Chicago, the tour makes its way to Atlanta, D.C., New York, and Philadelphia with artists: Trey Songz, Kendrick Lamar, B.o.B, Rev Run, among many others. Additionally, for the first time, Heineken has partnered with four popular clothing labels for limited edition products.
“Heineken is excited to partner with today’s leaders in hip hop,” says Pattie Falch, Brand Director, Heineken Sponsorships. “We are also pleased to engage fashion brands to extend the experience beyond music at our events.”
Heineken has collaborated with New York-based brands, Rocksmith, Black Apple, and New Era, and LA-based brand, Diamond Supply Co. for limited edition T-shirts and snapback hats. Each product features core Heineken iconography including the Red Star Access logo and is available in black, white, grey and green.
“We are thrilled to collaborate with an authentic brand like Heineken,” says Dao-Yi Chow of Black Apple. “Heineken is about history and heritage, which inspired Black Apple to create a vintage style T-shirt that gives a nod to Heineken’s iconic red star and their Red Star Access program.”
Multiple entertainment stations will be set up on-site at Heineken Red Star Access including a game zone featuring video games and sports activities; a photography station where captured photos will be displayed on screens on stage and throughout the venue; and an audio mixing zone powered by the djay app, Algoriddim.
For more information about the Heineken Red Star Access tour, please visit www.followredstar.com.
2012 Heineken Red Star Access Itinerary
8/18 – Chicago – Nas, Pusha-T, DJ Kiss
8/26 – Atlanta – Trey Songz, Kendrick Lamar, DJ MLK
9/08 – D.C. – B.o.B, Rev Run, DJ Ruckus
9/15 – New York City – TBD
10/13 – Philadelphia – TBD
About HEINEKEN USA
HEINEKEN USA Inc., the nation’s premier beer importer, is a subsidiary of Heineken International BV, which is the world’s most international brewer. European brands imported into the U.S. include Heineken Lager, the world’s most international beer brand; Heineken Light; Amstel Light, a leading imported light beer brand; Newcastle Brown Ale, the leading imported ale in the United States; and Buckler non-alcoholic brew. HEINEKEN USA is also the exclusive USA importer for the Tecate, Tecate Light, Dos Equis, Sol, Indio, Carta Blanca and Bohemia brands from Mexico. For a safe ride home, download the HEINEKEN USA -sponsored Taxi Magic™ application from your smartphone at taximagic.heineken.com. Please visit www.EnjoyHeinekenResponsibly.com.
About Black Apple
Black Apple is a collective of designers, artists and musicians who ride the restless energy of New York City to the last stop and forge onto new stations around the globe. Started by the makers of Public School, Dao-Yi Chow and Maxwell Osborne launched the young men’s brand in Fall/Winter 2010. What started out as a diffusion collection turned into a label that focused on the duo’s love for music and live performance. Black Apple is currently sold in better specialty stores and national chains including Metropark, Urban Outfitters, Karmaloop and others.
About Diamond Supply Co.
Diamond Supply Co., the California-based skateboard accessory and clothing line was started in 1998 by skateboarder/designer Nick Tershay aka Nick Diamond. Tershay has gained worldwide recognition and celebrity stardom for his cutting edge T-shirt designs and the sneaker collaboration with Nike SB that he designed.
Diamond Supply Co. launched its first flagship in Los Angeles in 2006. Since then, celebrities and musicians such as Justin Bieber, Lil Wayne, Wiz Khalifa, Jay-Z, Chris Brown and Robert Downey Jr. have worn the label’s clothing.
Rocksmith is an internationally known music lifestyle brand specializing in quality garments and progressive design. Deeply rooted in the music community and at the forefront of street wear, the brand is designed like a mixtape of trendsetting top to bottom looks, accessories and graphic hits.
Founded in 2004 by NYC based designers Kenshin Ichikawa and Erik Marino, Rocksmith was first stocked in Tokyo’s Harajuku district and now can be found at top retailors in most major cities worldwide.
About New Era
New Era is an international lifestyle brand with an authentic sports heritage that dates back over 90 years. The brand is best known for being the official on-field cap for Major League Baseball and the official cap for the National Football League. New Era is the brand of choice not only for its headwear collections, but also for its accessories and apparel lines for men, women and youth. The brand is worn as a symbol of self-expression by athletes, artists and some of the most interesting people around the globe. New Era encourages people to “FLY YOUR OWN FLAG™” – to truly express their personal style and individuality through its products. The Company is headquartered in Buffalo, N.Y. and operates facilities in Canada, Europe, Brazil, Japan and Hong Kong. For more information, visit www.neweracap.com.