Following last year’s viral collaboration, Volley Australia and Victoria Bitter have joined forces again to release a new sneaker, the VB Volley 2.0.
General Manager of Volley Australia John Szwede said: “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.”
That’s saying something! Volley sneakers have been an international sensation in recent years. In 1940, 90% of Wimbledon tennis players wore a pair, however, the brand’s popularity waned after the 70s. It experienced a resurgence in 2016 when Chinese pop queen Faye Wong was papped in a pair at Hong Kong airport. The company quickly opened 50 stores across China and suddenly became one of Australia’s most coveted exports again.
The brand was even the official footwear partner for the opening and closing ceremonies at the recent Tokyo Summer Olympics.
Volley Australia and Victoria Bitter have been inundated with fans demanding a second collaboration since last year’s sell out. For those who missed out the first time, there’s now an expanded offering, with three new sneaker styles and accessories emblazoned with the logos of both brands.
The iconic Heritage High silhouette has returned in a new black colourway, joined by the Heritage Low in both black and white. The sneakers include the original rubber sole design created with durable ribbed canvas upper, custom metal eyelets and are 100% animal free.
Accompanying the sneakers are the Mid Sock in black and a new wide brim Third Man Hat in cricket-pitch green, black and crisp white.
The idea for the collaboration originated last year as an April Fool’s joke on Instagram when Volley Australia announced the ‘Ultimate Shoey’. When the hoax went viral, VB and Volley were blown away and brought the idea to life in late 2020.
“We are honoured to have established a long-standing and genuine partnership with one of the oldest brands in Australia,” Szwede said. “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.
Victoria Bitter’s 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.”
Categories: New releases