Awkward never looked so good: XXXX launches new collaboration with hilarious star-studded shoot
XXXX has partnered with Tide Apparel for a limited-edition summer capsule, celebrated through a nostalgic 90s-style awkward family photo campaign.
What you need to know
- XXXX has partnered with Tide Apparel for a limited-edition summer capsule, celebrated through a nostalgic 90s-style awkward family photo campaign.
- Sporting legends and social media personalities star in the shoot, showcasing bold prints and matching sets.
- The collection is available in select BCF stores across Queensland, following last year’s successful collaboration.
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.
“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.”
Andie Tickner, Cultural Collaborations Leader at Lion
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