# Collaborative Sportswear Capsules Heineken and Kappa Created a Six-Piece #Heineken100 Capsule By Laura McQuarrie | Published 2018-07-25 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/heineken100 References: [prnewswire](https://www.prnewswire.com/news-releases/heineken-partners-with-kappa-usa-for-limited-edition-heineken100-six-piece-capsule-collection-300686533.html) & [kappa-usa](https://kappa-usa.com/) To kick off the launch of its ninth annual #Heineken100 program, [Heineken](https://www.trendhunter.com/trends/custom-racing-jackets) created a limited-edition six-piece capsule collection in partnership with Italian sportswear brand [Kappa](https://www.trendhunter.com/trends/alpine-f1). This year's #Heineken100 program continues the conversation surrounding the World Cup with a fusion of lifestyle, culture, style and sports. As part of this program, the [co-branded products](https://www.trendhunter.com/trends/umbro-4) are shared with the "100 most influential beer drinkers of the world." The six-piece sportswear collection for 2018 includes the Kappa x #Heineken100 Tracksuit, Jersey Set, Duffle and a special Friends & Family Jersey, which is not available for purchase. For just the second time as part of its ninth #Heineken100 program, Heineken is making its collaborative products available for purchase by consumers ages 21 and older at the Stadium Goods pop-up. ## Trend Insights (Trend Hunter) - Score: 4.0/10 - Popularity: 50% | Activity: 62% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### What Makes This Trend Stand Out - **Collaborative Capsules:** More brands can collaborate to create limited-edition capsule collections that cater to targeted audiences and expand their reach through exclusive distribution strategies. - **Branded Apparel:** Brands can look into creating their own line of branded apparel and sportswear to enhance their brand image and cater to their customer base through stylish and trendy pieces. - **Exclusive Distribution:** Exclusive distribution channels, such as the #Heineken100 program, can be utilized to create buzz and drive sales for limited-edition products targeted towards a specific audience. ### Sectors Adopting This - **Beverage:** Beverage companies can collaborate with sportswear brands to showcase their products and tap into a younger, trendier demographic through fashionable merchandise and limited-edition collections. - **Fashion:** Fashion and sportswear brands can collaborate with beverage and lifestyle brands to expand their reach, showcase their designs and aesthetics, and create unique and trendy limited-edition collaborations. - **Retail:** Retail companies can create exclusive distribution partnerships with brands to drive sales and create buzz around highly sought-after limited-edition merchandise. ## Related on Trend Hunter - [Football Capsule Collections](https://www.trendhunter.com/trends/adidas-originals-x-bape.md) - [Sporty Retail Style Capsules](https://www.trendhunter.com/trends/kith-x-new-york-yankees.md) - [Technical Sports Capsules](https://www.trendhunter.com/trends/white-mountaineering-umbro.md) - [Football Star Capsule](https://www.trendhunter.com/trends/tru-kolors-x-ae.md) - [Co-Branded Beer Apparel](https://www.trendhunter.com/trends/thisisneverthat-5.md) - [Race Track-Ready Collaborative Capsules](https://www.trendhunter.com/trends/alpine-f1.md) - [Old-School Soccer Apparel Capsules](https://www.trendhunter.com/trends/90sinspired-soccer-collection.md) - [Collaborative Sports Club Fashion](https://www.trendhunter.com/trends/y3-and-real-madrid.md) - [Hi-Fi Streetwear Capsule](https://www.trendhunter.com/trends/record-bar-x-carhartt-wip.md)