Get ready to lace up and raise a pint because Carlsberg Singapore is back as the official partner of SneakerCon SEA for the second year running! From 2 to 3 March 2024, Carlsberg will be bringing an amplified experience to both sneakerheads and beer enthusiasts alike who can expect a dynamic stadium experience #WherePassionBrews, with exciting activations and unique collaborations. 

Carlsberg's passion to brewing exceptional beers is epitomised by their renewed brand platform, 'Where Passion Brews', embodying a world where those who dare to dream push beyond their limits, nurturing their passions from early morning to late nights. Carlsberg believes that passion fuels the journeys less told but deeply felt; it is in the making, #WherePassionBrews. Powered by the passion that ignites us all, from die-hard football fans to fervent sneakerheads, Carlsberg brings the spirit of these passionate individuals to SneakerCon 2024 for an experience like no other.

THE ULTIMATE BREW AND BALL GAME EXPERIENCE 

Get hyped for the ultimate sneaker and brew experience as Carlsberg teleports you into a football stadium of immersive experiences and unforgettable moments. Picture yourself standing in front of Carlsberg's most colossal goal post, probably, and snap some Instagram worthy photos with your new kicks.

For those feeling competitive, challenge yourself at the Smoothest Header Challenge zone and test your header skills against Ronaldo’s 2.93m record to score some freebies. Those who reach the heights of Ronaldo’s legendary performance could score big with a year’s supply of Carlsberg Smooth Draught and exclusive Carlsberg collaboration football gear!

Those looking to kick back and enjoy the excitement on the pitch can head over to the Carlsberg stadium seats while enjoying a pint or two of the smoothest Carlsberg Smooth Draught.

THE FRESHEST STREETWEAR BREWED WITH PASSION

For the fashion forward who are looking to cop some limited edition merchandise to complete their ‘bloke core’ fit, head over to the merchandise booth at the Carlsberg brand zone. Discover the hottest collaborations with local and global streetwear artists so you can stay ahead of the game.

Immerse yourself in the ultimate fusion of style and street culture with the exclusive collaboration between Carlsberg and global streetwear label, Ageless Galaxy (AGLXY). This dynamic partnership brings forth an unparalleled collection that celebrates the passion for streetwear fashion and the timeless pursuit of excellence. Featuring a range of stylish merchandise - from t-shirts, to football jerseys, socks and more, whether you're hitting the streets or cheering from the sidelines, this collection is your ticket to standing out in style!

For those looking to add another pair of shoes to their growing collection, look no further than Carlsberg’s partnership with local streetwear label, AMOS ANANDA, helmed by designer Amos Ananda Yeo. In a dynamic partnership where creativity intertwines with passion, Amos handcrafted a unique pair of kicks that marries the classic soccer boots body silhouette with a lifestyle performance sneaker sole, a reflection of his childhood passion for football with his streetwear legacy. With a look that emulates Carlsberg Smooth Draught and only limited quantities of the Carlsberg x AMOS ANANDA sneakers (valued at $288) available through a raffle, you know you gotta be in it to win it!

THE COOLEST SUSTAINABLE SWAG

But the fun doesn't stop there! In line with their dedication to sustainability, Carlsberg is collaborating with STITCHES to upcycle wrist pouches crafted from used promotional banners. To get a free wristlet, all you have to do is purchase $100 worth of Carlsberg x AGLXY merchandise at the Carlsberg booth during SneakerCon 2024, available while stocks last! Founder Roy Soon will also be on-site, showcasing live stitching demonstrations. 

Together with STITCHES, Carlsberg is committed to reducing waste, reusing materials, and recycling products – a partnership that embodies the best combination in the world, probably, working together towards zero waste and beyond.

THE MOST PASSIONATE BREW, PROBABLY

Longer matured, and brewed using an innovative cold-hopping technique, Carlsberg Smooth Draught is made more mellow than a regular Pilsner with a smoother drinking experience. First introduced in 2016, Carlsberg Smooth Draught delivers all the easy-drinking refreshment of a great, freshly tapped draught beer – enjoyable anytime, anywhere.

This makes it the drink of choice for all the passionate sneaker fanatics, beer fans or simply those looking for a good time. Grab your freshest kicks, rally your crew, and join us at SneakerCon SEA for a weekend filled with endless excitement.