Tide Apparel and XXXX release limited-edition fishing shirt
Beer brand XXXX and oceanic lifestyle brand Tide Apparel have teamed up to release a limited-edition fishing shirt. 100% of the sales’ proceeds goes toward the Great Barrier Reef Foundation – a charity dedicated to safeguarding its namesake.
Featuring scenes of marine life inspired by Tide’s brand and the Great Barrier Reef, the red and yellow shirts were designed by Tide director and founder, Nick Richardson. Apart from being stylish, the items are also sustainable, being made from 100% recycled packaging and plastics.
The collaboration was brought about by beverage organisation, Lion, and XXXX’s Agency Village, with materials – influencer-related, PR, social, digital and in-store (BCF) – now live.
For Richardson, the team-up was another way for Tide Apparel to express its commitment to environmental wellbeing.
“After XXXX approached me, I spent two days freaking out about the fact that a brand I’m a fan of would want to collaborate with Tide! I then took time to hand-draw the design taking inspiration from the Reef, XXXX brand colours and the Tide brand and it came to life beautifully,” he said.
“Our brand is steeped in respect for the waterways and being able to enjoy them for years to come, so having a direct link back to waterways through this collaboration is a fantastic element to the partnership. Together, we are casting a net of protection, not only for the iconic Great Barrier Reef but also for the people of Queensland. This fishing shirt collaboration symbolises our dedication to raising awareness and taking action to safeguard our environment.”
According to Anna Marsden, managing director of the Great Barrier Reef Foundation, these types of partnerships are effectively wins for everyone involved.
“We appreciate the support provided through our partnership with XXXX and initiatives like this, which enable us to generate awareness amongst everyday Australians and raise valuable funds to restore the Reef and protect its marine life,” Marsden said.
“By purchasing a fishing shirt, Australians can support the protection of our Reef through projects focused on coastal restoration and improving the quality of the Reef’s water whilst protecting themselves from the sun this summer.”
The shirt is available for purchase from participating, Queensland-based BCF stores and online at Tide Apparel’s website.
Credits
Client: Lion Australia (XXXX)
Creative & Earned: Thinkerbell
Media: UM
Digital: Affinity
Partners: Tide Apparel and Great Barrier Reef Foundation
Production: Taxi Film Production
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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Anna Marsden
environmental protection
Great Barrier Reef Foundation
Nick Richardson
Tide Apparel
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