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It’s always interesting to see brands in separate industries collaborate to produce a new experience or product. It’s a great way to make the most of overlapping audiences and give each brand an enriched identity.
On that note, outdoor performance brand Merrell and Dogfish Head Craft Brewery have launched a cobranded trail-running shoe inspired by two of their shared passions: the outdoors and beer. The limited-edition Merrell Agility Synthesis X Dogfish trail runner is available in select retail stores and on Merrell.com. It will also be sold on September 29th at Dogfish Head’s annual Dogfish Dash in Milton, Delaware.
Available in a “SeaQuench” color scheme for men and women, the design of the shoe is inspired by Dogfish Head’s SeaQuench Ale, a beer brewed to quench thirst. SeaQuench Ale is currently the best-selling sour beer in America, and it is made recognizable by its signature sea-foam green can and off-centered ingredients, including black limes and sea salt, all of which are incorporated into the shoe design.
“Today’s adventurous beer drinker is seeking more from their alcoholic beverages than ever before,” says Sam Calagione, Founder of Dogfish Head. “They’re looking for a beer that’s not only intensely flavorful, but that fits into their active lifestyle. Brewed with black limes, sour lime juice and sea salt, the thirst-slaying, citrusy-tart mashup that is SeaQuench Ale satisfies all those needs.”
He continues, “Partnering with Merrell, leaders in the active lifestyle footwear category, to release this sweet SeaQuench-themed shoe is a great reminder to folks everywhere that you can ‘have your beer and drink it too.’ Maintaining an active lifestyle is all about balance—go for a trail run or a gym workout, then reward yourself with a cold can of SeaQuench Ale.”
There’s a corporate social responsibility aspect to the partnership as well. Merrell and Dogfish Head both believe wild spaces urgently need to be sustained and protected. With that in mind, the cobranded shoes are made with a more sustainable choice wherever possible. They include reclaimed scrap rubber, BLOOM algae foam instead of petroleum, and recycled plastic.
Alongside the launch of the Agility Synthesis X Dogfish shoe, Merrell will be donating $10,000 to The Conservation Alliance, whose mission is to engage businesses to fund and partner with organizations to protect wild places for their habitat and recreation values. Merrell is a member of The Conservation Alliance and has provided more than $1 million in funding to assist the Alliance’s efforts.
“We’ve enjoyed building upon the shared beliefs of Merrell and Dogfish Head,” says Sue Rechner, President of Merrell. “We’re very proud that our partnership also provides support for The Conservation Alliance and reduces our impact through the use of recycled materials and sustainable processes.”
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