Victoria Bitter and Volley are set to embark on a new collaboration project together as they create the VB x Volley shoe.
However, the partnership between the brands didn't start as per usual, with the original concept being an April Fool's joke.
Circulating to media on April 01, the activation was set to see a free pair of VB Volleys given out for every case of the beer bought across Australia.
The partnership was dubbed a "natural fit" by marketing manager, Sam Despotidis who said that there was, "nothing more Australian than cracking a cold VB on the couch wearing your Volleys."
And yet it seems those words ring true, with the brands now collaborating on making the prank a reality.
"Due to the success of the social campaign and the response from the general public, the brand is now in talks with Victoria Bitter about making the shoe a reality," Despotidis said.
When the VB x Volley shoe will hit the market is yet to be announced.