You never know when something will become a thing. In February of 2022, marketing vet Craig E. Stroud II and a few friends wondered what it would be like to create a space where their love for sneakers and craft beers could coexist.
This idea birthed Ale Max, an event where sneaker aficionados and beer lovers can come together to enjoy a drink.
“Ale Max is about more than just sneakers and beer,” says Stroud. “It’s about connectivity to the community. Ale Max at its core uses the connective power of sneakers and craft beer to build and expand community. These two worlds thrive on passion, storytelling, and craftsmanship, and bringing them together has created something truly special.”
Now, three years after the first Alex Max went down at Innervoice Brewery in downtown Decatur, Georgia, the event is expanding nationwide.
To celebrate the thirtieth anniversary of the iconic Air Max 95 sneaker, Stroud has expanded the event. The 2025 Ale Max Experience will bring sneakerheads and craft beer lovers together in cities across America, while also challenging breweries to craft beers that reflect that same level of creativity and craftsmanship as the Air Max 95. Participating cities include Atlanta, Chicago, Brooklyn, Charlotte, New Orleans, and Sacramento.
“Ale Max isn’t just for collectors or beer experts—it’s for anyone who appreciates culture, creativity, and community,” says Stroud. “Whether you’re a hardcore sneakerhead, a craft beer connoisseur, or just looking for a great experience, Ale Max is where it all comes together.”
Check out the upcoming dates for the Ale Max events below, which include six breweries and two vinyl bars. And don’t forget to follow Ale Max on social media.
Breweries
Monday Night Brewing–Atlanta, Georgia, March 21
Hop Butcher to the World–Chicago, Illinois, March 22
Urban South Brewery – New Orleans, Louisiana, March 26
Vinyl Bars
BierWax – Brooklyn, NY, March 25, 2025
Lorem Ipsum Listening Bar – Charlotte, NC, March 26, 2025
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