'Sneakerheads' will have to shell out anywhere between Rs 10,000 and Rs 13,999 to own a pair of the limited edition kicks.

The collection features T-shirts, sweatshirts, tops, track pants, and the quintessential Coronavirus accessory - branded masks.

'WHASSSSSSSSSSSSSSSSSSUPPPPP' - asks the Indian rendition of Budweiser's original commercial shot in 1999.

We interviewed Ben Verhaert, President – South Asia, AB InBev, about the brand’s association with global football, marketing objectives, customised activations, yield factor, and more.