APG & Co - Sportscraft
Designing for heritage - and the next generation.
Role
Year
Channels
Campaign, Brand, Photography, Digital, Social, Web, CRM, Print, Retail, Visual Merchandising, eCommerce
Sportscraft is one of Australia's longest-standing fashion brands - and the official outfitter of the Australian Olympic Team's formal uniform. Part of the APG & Co group, which also includes SABA and JAG.
Overview
A multi-year in-house role across seasonal campaigns, retail, digital, social, CRM, photography, and visual merchandising - spanning multiple brands within the APG & Co group.
Featured in Vogue Australia. Rolled out across 100+ national stores.
The Challenge
Sportscraft's audience skewed older. The Olympic partnership was a genuine window to reach younger Australians - but only if the work felt culturally relevant, not ceremonial. After years building the brand toward a more modern audience, the Olympics moment was the payoff.
What I Did
I led the full in-house campaign launch across every channel to align with Vogue Australia's feature - the biggest editorial moment in Sportscraft's history. Web, social, animations, content pages, store windows, and POS across 100+ national stores, all delivered with the consistency of a team that had spent years getting the brand ready for exactly this moment.
The Result
Featured in Vogue Australia.
Gold medalist Jess Fox shared campaign content to her audience.
Rolled out across 100+ stores nationally.
