Heineken 0.0 serves up fashion collab amid Malaysia's padel boom

Heineken 0.0 has partnered with Motherchuckers to launch Ground 0.0, a limited-edition athleisure collection inspired by the growing padel culture in Malaysia.

The collaboration aims to position Heineken 0.0 within the increasingly social and lifestyle-driven world of padel, as courts evolve into spaces for both sport and social connection. Designed for on- and off-court wear, the collection reflects the blend of performance, fashion and everyday expression associated with the sport.

According to the brand, Ground 0.0 was created to capture the social energy surrounding padel and extend the experience beyond gameplay into broader lifestyle moments.

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As global beer partner of Premier Padel, Heineken 0.0 has been expanding its presence in the sport through collaborations with platforms including Playtomic and LÖK. The brand said the partnership with Motherchuckers builds on that strategy by tapping into the cultural and social aspects of the game.

The campaign also aligns with the involvement of Serena Williams as Heineken 0.0’s global brand ambassador. The brand said Williams’ growing connection to padel reflects the shift towards more social and community-driven racket sports experiences.

To mark the launch, Heineken 0.0 hosted an experiential event combining fashion, sport and music. The event featured an on-court showcase of the Ground 0.0 collection, followed by an exhibition match involving players Christian Didier, Kotomi Ozawa, Pablo Molina and Jade Leen.

Guests also took part in a Heineken 0.0 Padel Crash Course, aimed at making the sport more accessible to newcomers, alongside interactive games and social activities throughout the evening.

Sean O’Donnell, marketing director at HEINEKEN Malaysia, said the campaign reflects how modern sport is increasingly centred around social connection and self-expression, with padel emerging as a natural fit for the Heineken 0.0 brand.

The Ground 0.0 collection is available for a limited time through Motherchuckers online and in-store channels.

Earlier in January, Heineken launched a global campaign designed to tackle the stigmas around social acceptance of choosing non-alcoholic beverages.

Titled "0.0 Reasons Needed", the campaign also aims to support people's rights to be reason-free and refresh consumers' perspectives on non-alcoholic drinks by showcasing the company's Heineken 0.0 non-alcoholic beer that was launched in 2017. 

The company released three Youtube videos ahead of the well-known alcohol-free month 'Dry January'. The first titled "On a diet?" showcased a woman being handed a plate of salad at a barbeque, after the chef assumed she was on a diet as she had an alcohol-free beer in her hand. She then reaches for the rack of ribs placed on the table instead, showing that she needed no reason to enjoy a Heineken 0.0. 

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