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Australia National Team Kit
Amplify + Nike launch more than just a football jersey...
Challenge
Football is the most diverse sport in Australia by every measure. So the launch of the first-ever Australia National Team Kit designed by a First Nations artist was more than just a kit launch.
It was an opportunity to make a profound statement in Australian sporting history. Working with Nike, we were tasked with creating a launch moment that was culturally significant to athletes, fans, and the next generation of footballers, while unpacking the story behind this iconic look.
Insight + Strategy
This was not just a kit; it was a symbol of inclusion, unity, and a new era in Australian football, one where the Socceroos and Matildas would unite under the same national kit.
The launch needed to land the message clearly, drive conversation, and inspire both athletes and fans, especially younger generations who viewed football not just as a sport but as a cultural movement. The kit’s unveiling had to engage a wide audience, celebrating the diversity of Australia and the power of representation in the football community.
The creative direction embraced the idea of a bold new representation of the future of the game, united by the green and gold. Football was not just the game; it was a representation of modern Australian identity, bringing the teams together in the same kit, and bringing the country together with the same message.
National Team Kit
Unmistakably Aus - the message of unity that was delivered around the country through this bold new take on the green and gold.
Designed by First Nations artist Reko Rennie, the kit was inspired by traditional First Nations message sticks - serving as a powerful cultural statement that delivered a message of its own.
The campaign featured three key visuals that spoke to the concept of unity in motion.
Each visual emphasized the theme of bringing together the best of football and Australian culture, showcasing players and community alike wearing the new kit in bold compositions.
These visuals not only focused on the aesthetics of the kit but also captured the modern energy of the game, where players and fans united, symbolising the collective identity of modern Australia.