Iconic Queensland beer brand, XXXX, has teamed up with Australian ocean lifestyle label, Tide Apparel, to rally local sports heroes and beloved Queensland personalities to dust off their best awkward grins, as they launch a new limited-edition summer capsule.
To celebrate the new drop landing in selected BCF stores across Queensland, the duo have gone full 90s nostalgia and recreated the relatable scenario of awkward family photos featuring local sporting legends embracing their inner cringe. The campaign stars Justin Hodges from the Brisbane Broncos, Jake Granville from The Cowboys, and Shenae Ciesiolka from Brisbane Broncos and Maroons.
However, of course the collection wouldn’t be complete without true blood relatives rocking the new attire. The sporting heroes have been joined by viral social media sensation Outback Tom and his grandad, Steve, famed for their candid outdoors content that has filled the hearts of Aussies across the nation. Dressed head-to-toe in stylish XXXX x Tide gear, XXXX in hand, and plenty of stiff poses, the odd fishing pole within arms length, and cheesy smiles to match, the cast epitomises the awkward – yet endearing – Australian family photo.
With the iconic XXXX logo taking the starring role of the garments, the new collection boasts bold prints, matching sets, and enough summer swagger to make your uncle jealous. Catering for both men and women, seven exclusive items featuring the instantly recognisable gold and red XXXX colouring are available in the new capsule, including shirts, tank tops, shorts and hats – the collaborative hat has already made an instant impression on Aussies, having become the second most sold item at BCF during October.
Having previously partnered with Tide last year to launch its debut collaborative collection for XXXX, this year the brand returns for a second time with a new capsule that has everything you need to live your best outdoor life, whether you’re casting a line out on the water or firing up the BBQ.
Andie Tickner, Cultural Collaborations Leader, at Lion Australia, says: “Queenslanders live outdoors, it’s in our DNA. This collection is all about celebrating our state, whether you’re fishing, camping, or just enjoying a beer with mates. This new collab with Tide is a fun, fresh way to get amongst it. With our previous collection flying off shelves last year, it was a no-brainer that Tide and BCF would be the perfect retail partners to help us bring this to life again and in a new and quirky way.”
Tide Apparel founder Nick Richardson, says: “We loved working with XXXX last year and we absolutely jumped at the opportunity to bring this new collection to life. The designs are bold and uniquely Queensland, and teaming it with a good old awkward photoshoot has given it even more of that cheeky charm you expect from the state we love so much. We worked closely with the XXXX team to create something that looks great but doesn’t take itself too seriously, just like summer in Australia.”
The Tide x XXXX Summer Capsule is available now across 50 BCF stores across Queensland, Stock is limited, so get in quick to make sure your summer kit is sorted.
Available now at select BCF stores across Queensland. To learn more, visit XXXX’s Facebook and Instagram. Join the conversation at @xxxx.beer
