Following its appointment of BLACKPINK’s LISA, Chivas Regal has set out to illuminate a more inclusive space for whisky enthusiasts. Through its ongoing “I Rise, We Rise” campaign, the project aims to move away from the whisky industry’s male-orientated connotations and broaden its horizons for a new audience to experience its range of blends.
In the new Hypebae-produced spotlight, Chivas Regal welcomes 3 female sneakerheads to the table. Similarly to the whisky brand, they find themselves united in their mission to break down stereotypes in a male-centric space. Enlisting social media editor and content creator Jessy Lawrence, sneaker collector and consultant Jess Gavigan and sneaker sustainability advocate Tasha Bains, the campaign brings the sneaker enthusiasts to reflect on their inspiring projects and commitments while indulging in an experimental order of Old Fashioned cocktails made of Chivas 18 year-old whisky.
“I think being an entrepreneur in the sneaker space is crucial right now, especially for women as we haven’t necessarily had these paths and these opportunities before,” Lawrence says. Like Gavigan, the two sneakerheads have had to cultivate their own paths in the creative space which has led them to find success and more importantly, a new found respect in the industry. Meanwhile, the scene’s newcomer Bains expresses how the modern sneaker community has been responsible in championing her message with the platform Snkrs & Houseplants adding, “They push you to achieve what you want to achieve, there’s really a space for all of us.”
Together, they highlight the importance of breaking stereotypes as Lawrence shares how the next generation “can throw themselves into their passion and be celebrated.” With a new age of Chivas Regal's whisky influence in sight, the brand hopes individuals will be inspired to forge their own paths in order to carve out the change they want to see in their respective spheres.
Explore the inspiring stories of the female sneakerheads in the full campaign video above and see how they are banding together with Chivas Regal for a more inclusive future.
To shop the featured Chivas Regal 18 year-old whisky, head to the brand’s website now.
Disclaimer: We discourage irresponsible and/or underage drinking. Please drink responsibly and legally.