Jägermeister is expanding its involvement in the lifestyle sector and launching its own sneaker, "The Curt." The model was developed in collaboration with the Hamburg-based sneaker label Flowers for Society and its co-founder, Till Jagla. The two partners previously released the community shoe "The Deer" in 2025.
Unlike the limited-edition release of the previous version, "The Curt" will be offered as a recurring base model in the Jägermeister online shop. The name is a tribute to company founder Curt Mast, who developed the recipe for the herbal liqueur more than 90 years ago.
The sneaker is manufactured in Portugal and will initially be released in white/orange and orange/white color combinations. According to the company, production will be based on actual demand to avoid overproduction.
“Lifestyle products are becoming increasingly important for us – especially where there is genuine consumer demand for them,” says Sven Schindler, Director of Global Brand Marketing at Mast-Jägermeister. The collaboration with Flowers for Society makes it possible to extend the brand identity to products outside of the core business.
“The Curt” has been available in the German Jägermeister online shop since August 6th.
