What goes best with a nice tequila on Cinco de Mayo? Some chips and salsa? Maybe a refreshing beach beer? Wrong. The correct answer is branded sneakers.
Patrón Tequila is once again using the day synonymous with tequila intake for a branded merchandise drop. Last year, the beverage brand released a line of streetwear. This year, it partnered with designer John Geiger to create a limited edition GF-01 sneaker inspired by the agave fields of Jalisco, Mexico, that make that tequila toast possible.
This Cinco, we’re kicking off a very special collaboration. We’ve teamed up with legendary streetwear designer, John Geiger, to design limited edition Patrón sneakers. Be sure to check back to learn more about the kicks’ official drop. #PatronxJohnGeiger #PatronCinco #cincodemayo pic.twitter.com/dJWwdV4OuA
— Patrón Tequila (@Patron) April 26, 2022
“I’m consistently inspired and impressed by Patrón,” Geiger said in a press release. “I loved working with them last year on our streetwear collection, and this is another collaboration truly driven by passion. It was only fitting to go bigger and better for Cinco de Mayo, with an epic sneaker drop that takes the designs we created with them last year to the next level. I was really inspired by the green that you’ll see in the leather detailing, evocative of the heart of Patrón, the agave piñas from the fields in Jalisco, Mexico.”
The sneakers feature the John Geiger logo, and Patrón’s bee logo and green and white color scheme. They’re subtle enough that you could wear them without overwhelmingly advertising either brand, but the logos are noticeable enough for someone in the know to appreciate.
Tomorrow’s your last chance to win a pair of exclusive Patrón x John Geiger GF-01 sneakers. Kick off Cinco by visiting our pinned tweet to enter. #PatronxJohnGeiger #PatronCinco #PatronLimitedEdition #cincodemayoNoPurNec.21+VoidWhereProhib.Rules@ https://t.co/TyZwsZnbpV pic.twitter.com/rA6Fm76w1k
— Patrón Tequila (@Patron) May 4, 2022
They will be available on May 5 at 5 p.m. Eastern time on the John Geiger web store for $250.
“Patrón has a captivating energy that brings like-minded partners together with us—these collaborators become part of our familia,” Patrón vice president of marketing Chloe Lloyd-Jones said. “Sharing a passion for craft and bold innovation, Patrón is excited to be teaming up with John again to bring this unique offering to life in time for Cinco de Mayo, a moment that is all about gathering with great company and great cocktails.”
Though sneakers aren’t necessarily as attention-grabbing as something closer to eye-level like a T-shirt or hat, they’re integral for pulling an ensemble together. So, people definitely notice. There’s a reason brands like Vans partner with so many companies for collaborations. It’s also another example of a promotional product getting the designer treatment and going for relatively high prices, which does a good job of countering the “cheap swag” label some people ascribe to the industry.
Even if you’re not a fan of tequila, this is a one-off color way from a designer shoe company, so that could be enough to get some collectors interested. And then, even if they never buy a bottle of Patrón on their own, they might inspire others to do so.
