The Alife-led project — dubbed “Budweiser Editions” by the retailer — is inspired by the beer company’s Made in America Festival, which takes place Saturday and Sunday in Philadelphia. The two-day event features several high-profile music acts such as Travi$ Scott, Rihanna, Coldplay, Grimes and DJ Khaled.
For the collaboration, Alife dressed the upper of the Wilson silhouette from Greats Brand — the signature shoe of former NFL standout Adrian Wilson — with Budweiser’s iconic logo.
The Wilson was chosen, according to Alife, for its attributes representative of shoe construction synonymous with American footwear culture, including vulcanized rubber sole and a canvas upper.
Although the festival will take place this weekend, the shoes are a spring ’17 release.
And if you miss out on this project, there will be more collabs between Alife and Budweiser in the future. Alife confirmed in an email with Footwear News that it would continue to work with Budweiser on more cultural-related projects such as the Made in America Festival involving footwear.