VB teams up with Volley to launch the ‘Reliable Travellers’ shoe
Iconic Aussie brands Volley and Victoria Bitter (VB) have collaborated to launch a special edition sneaker ahead of Christmas 2020.
The ‘Reliable Travellers’ shoe is emblazoned with the VB logo, and the shoe is made on Volley’s Heritage High silhouette, which is a reiteration from the 1982 Volley High Leap.
VB and Volley’s ‘Reliable Travellers’ shoe
The idea for the collaboration came earlier in 2020 when Volley announced the a VB-branded shoe as the Ultimate Shoey on April Fool’s Day.
Volley and Victoria Bitter were unprepared for the viral response, with thousands engaging with the post and expressing interest in buying the fabricated product.
Shock turned to bringing the Volley x VB sneaker to life. The new shoe features the original Volley rubber sole design, and also has the signature of the founder of VB, Thomas Aitken, on its side.
Volley has been an Australian brand since 1939 when it used to make shoes for tennis players, while VB was first brewed in Australia by Aitken in 1854.
Victoria Bitter marketing director Hayden Turner said the April Fool’s hoax exposed an opportunity to offer something different to VB drinkers.
“We are excited to be working with an iconic brand in Australia like Volley. When we first saw Volley’s April Fool’s Day hoax, it sparked some thinking in our office,” he said.
“When we saw the popularity of the post, we felt this was a good opportunity to offer something different to our drinkers. We hope they love it as much as we do”.
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The new VB x Volley ‘Reliable Travellers’ shoe will be available from Wednesday, 2 December, with an additional cooler box and socks also available as extras.
The shoe is VB’s latest venture into non-beer products, having released VB thongs at the start of the year, and also limited edition VB Tea during the 2019 Ashes.
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Zanda Wilson was a reporter and podcast producer at Mumbrella, specialising in radio reporting. He left Mumbrella in September 2021.
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