When it comes to creative rosé pairings, rock icon Jon Bon Jovi and his son Jesse Bongiovi think inside the box: Earlier this summer, they collaborated with Sugarfina to sell boxes of gummies made with their Hampton Water Languedoc rosé, and soon, in partnership with Italian sportswear brand Superga, they’ll be putting Hampton Water in shoeboxes.
It’s been a busy summer for Jon and Jesse, who just a few weeks ago hosted the second-annual Hampton Water Makes a Splash Charity Concert, benefiting the Roots Fund (last year’s concert raised funds for chef José Andrés’ World Central Kitchen). This year’s virtual concert featured cameos from Hampton Water winemaking partner Gérard Bertrand, retired NFL great Jerome Bettis and wine stars Dwyane Wade and Sting.
Fortunately, the father-son duo have a healthy work-party balance (or are they the same thing?), and it was another “work event” that gave legs to their newest endeavor. "We worked together on a Rosé Day party and hit it off with the [Superga] team," Bongiovi told Wine Spectator via email. "It led to us discussing a design for a shoe, and the idea was born!"
"With both brands being born in Europe, we believed that Superga and Hampton Water had an immediate synergy,” said a rep from the 110-year-old brand of Italian sneakers, a blood-stained pair of which was recently cast in a starring role in the film Knives Out. “In today’s culture, it doesn’t have to be two brands from the same industry collaborating. We wanted to ‘make a splash’ with our heritage 2750 Cotu Classic, and who better to collaborate with than Hampton Water?”
The limited-edition Superga x Hampton Water 2750 Cotu Classic 2021 ($99) is a canvas sneaker with a hand-painted Hampton Water logo, the words “Hampton Water” stitched across the heels and two colors of dip-dyed shoelaces, one rosé pink and the other Mediterranean blue. Only 200 pairs are available for pre-order, exclusively at Superga’s website. The shoes won’t be released until Aug. 30, which gives us plenty of time to speculate what kind of box Hampton Water is going to show up in next.
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