Volley has teamed up with Vegemite to deliver a new novelty sneaker to the Australian market.
Similarly to the VB and Volley partnership, the Volley x Vegemite range was also inspired by an April Fool's prank, marketing manager Sam Despotidis said.
"We are absolutely thrilled to be collaborating with a fellow iconic Aussie brand, Vegemite.
"The 'scratch n’ sniff' April Fool’s joke was only supposed to be a laugh for our community, but our dreams came true when Vegemite wanted to make it a reality.
"We’ve kept the lid on this secret for a year and now we’re ready to spread the news," he said.
Posting the scratch n sniff April Fool's joke on Instagram in 2019, Volley's post generated 946 likes and 134 comments including, "would actually buy," and "why isn't this real?"
Now a reality, the limited-edition range includes three sneaker styles – the Heritage High, the Heritage Low and the Infant International – as well as a mid sock to pair with the shoes.
Vegemite's colours and branding have been incorporated into the design, which is 100% animal-free.
Vegemite marketing manager Jacqui Roth welcomed the partnership.
"We are excited to be bringing the Volley x Vegemite collaboration to life.
"When we spotted the reactions from the Volley and Vegemite communities to the original April Fool’s joke, we knew that we had to make the collaboration between two iconic Aussie brands happen.
"We can’t wait to see the Volley x Vegemite shoes and socks adorning the feet of Happy Little Vegemites around the country," she said.
The Vegemite x Volley collaboration launched on February 10 and is available exclusively on the Volley website.
The range retails for between $14.99-$79.99.