In one of the more unlikely trainer partnerships of recent years, two famous Australian companies – footwear brand Volley Australia (Volley) and beer giant Victoria Bitter (VB) – have teamed to produce a second signature beer brand sneakers – the VB Volley 2.0.
Following on from a successful first footwear tie-up last year, which saw the first limited edition kicks sell out in just a few days, October saw the two brands launch three new sneaker styles (based on the Heritage High and Low sneakers) as well as other linked brand merchandise (including branded socks and variations of its Third Man hat) all carrying both brand logos.
Officially launched on 4 October 2021 through a PR push and an integrated marketing campaign led by social media content, the VB Volley 2.0 range is available exclusively online at www.volley.com.au and www.victoriabitter.com.au.
The original collaboration in 2020 saw manufacturer/retailer Volley unveil a VB-branded shoe and position it as the ‘Ultimate Shoey’ on April Fool’s Day.
Volley and Victoria Bitter’s marketers admit to being under prepared for the response to the stunt which saw thousands engage with the launch post as Aussie’s flock to buy the fabricated beer brand kicks.
Volley stated that “both brands were blown away by the response” and that this led to the idea being brought to life for real and it also announced that the relationship will continue through 2021 and beyond.
“It means everything to have an alignment with an iconic brand like Victoria Bitter and Volley Australia is grateful to the brand for embracing such an idea,” said Volley Australia General Manager John Szwede. “This collaboration brought about our most successful online sale date in history, with the first release selling out in a matter of days. We are excited for the collaboration to continue as we feel both brands’ customers find comfort in the nostalgia of the VB Volley range.”
VB Marketing Director Hayden Turner added: “The VB and Volley collaboration resonated so well with our VB drinkers last year that we knew there was an opportunity to keep working with such a like-minded and iconic brand. We’re really happy to build on the launch of last year’s range with the VB Volley 2.0 and hope that our drinkers enjoy knocking off in them.”
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The Volley was originally developed by Aussie tennis player and Dunlop employee Adrian Quist back in 1939 as a tennis show. The first shoe saw the creation of an entire footwear brand initially called Dunlop Volley and then simply as Volley. It is made by Brand Collective (now owned by private equity firm Anchorage Capital Partners) and has become part of Australian culture and its history includes a long period as part of the standard issue kit for the Australian armed forces and as part of the Australian Olympics team’s official uniform.
This initiative may have started out as an April Fool but it now further extends the global ‘unlikely sneaker brand partnership’ trend which in recent months has also seen adidas link with Lego, McDonald’s and The Simpsons and Saucony work with Dunkin’ Donuts.
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