Atlanta-based marketing veteran Craig Stroud and craft beer aficionado Ale Sharpton joined forces to launch the perfect mashup experience with ALE MAX – a series of events timed around Nike Air Max Day (March 26) that are aimed to deliver a beautifully brewed fusion of craft beer, sneaker culture and community engagement.
In collaboration with esteemed local sneaker shops, ALE MAX will host exclusive events tailored for vibrant sneaker communities in Atlanta and Nashville. Attendees at events can anticipate sneaker showcases, discussions, and the chance to connect with like-minded enthusiasts while sampling ALE MAX 1.
“Craft beer and sneaker cultures have a long history of subtly crossing paths, but typically not in a very intentional way,” said Stroud about the inception of ALE MAX. “While there have been many individual beer and sneaker launches and experiences, we haven’t come across any that simultaneously tap into the pulse of both. Creating ALE MAX seemed like the perfect way to bring these two passionate, opinionated and niche communities together.”
To enhance the experience, ALE MAX will release limited-edition capsule collections inspired by the theme of the events, providing attendees with exclusive merchandise.
This year, ALE MAX is collaborating with Southeastern craft beer heavyweights Monday Night Brewing (Atlanta) and Bearded Iris Brewing (Nashville) to launch a limited-edition brew, ALE MAX 1, alongside events and activations that will excite sneaker and beer lovers alike.
This limited-edition beer is inspired by the iconic Air Max 1, a sneaker that has left an indelible mark on culture through innovation, style, and fandom since its debut in 1987.
The aptly named ALE MAX 1, this brew boasts a 7.891% ABV (its birth year backwards), showcasing the creativity and expertise of both renowned breweries. Both Monday Night Brewing and Bearded Iris Brewing are presenting flavor-forward interpretations of arguably the most popular beer style in America, the hazy IPA.
“All of us at Monday Night Brewing are excited to be a part of this cool initiative,” said Peter Kiley, Brewmaster at Monday Night Brewing. “Considering our mission is ‘to deepen relationships over some of the best beer in the country,’ we love any opportunity to connect different people, communities and cultures through our beer.”
Charitable Contributions: Demonstrating its commitment to social responsibility, ALE MAX will conduct a sneaker drive at the event and will be donating a portion of beer sales to PAWKids – an incredible, Atlanta-based nonprofit and community hub that exists to support and provide holistic resources to children and families in need.
ALE MAX Day Events (FREE to the public):
- ALE MAX 1 in Atlanta on Friday, March 22 at Monday Night Garage (7 to 11 p.m.) and
- Nashville on Saturday, March 23 at Bearded Iris Brewing (4 to 8 pm).
Leslie Chasse says
the label seems oddly reminiscent of a Coca Cola can.