• by Teresa Buyikian , Yesterday

Fireball is leaning into sneaker culture and celebrating “unplanned moments” to promote its new Stash Flask.  

The cinnamon whisky brand recently announced the upcoming drop for its “Fireball Sneaks”: black and red Fireball-branded high tops with flame designs. But the sneakers have a hidden utility: a custom-built compartment designed to hold the brand's new Stash Flask.

The brand recently released the Stash Flask, which is described as a “lightweight, flexible, resealable 200ml pouch,” which comes with four shots of Fireball.  The Fireball Sneaks have a zippered compartment in the tongue of the shoes specifically designed to hold the Stash Flask.

“Sneaker culture is all about being ready for what's next—whether that's chasing a drop or making memories with friends,” says Danny Suich, senior global brand director for Fireball. “That same hype around discovery and the element of surprise inspired the Stash Flask and our Sneaks."

The Fireball Sneaks drop July 24 via Flaviar at http://www.fireballsneaks.com/. They are available in a bundle along with a 66-proof Fireball Cinnamon Whisky Stash Flask, an extra pair of Fireball yellow laces and a custom drawstring shoe bag for $25 plus shipping. Consumers have one hour after the drop to enter their info, after which 50 winners will be randomly selected to complete their purchase.

The new Fireball Stash Flask, in both 42- and 66-proof versions, is also available at retailers nationwide for $3.99 per pouch. The brand is promoting the flask and sneak drop via its social media platforms @Fireballwhisky.