Sportscraft x Olympics Tokyo 2020 Campaign
Senior designer for one of Australia's most recognised fashion brands — across campaigns, retail, and editorial.
2020
Sportscraft
Sportscraft is a heritage Australian fashion brand with over 100 years of history and a national retail network. As the official outfitter of the Australian Olympic Team's formal uniform, the brand occupies a unique space between everyday style and national identity.
Sportscraft is a heritage Australian fashion brand with over 100 years of history and a national retail network. As the official outfitter of the Australian Olympic Team's formal uniform, the brand occupies a unique space between everyday style and national identity.
The challenge — Olympics Tokyo 2020
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. Access to athletes was limited and the window was tight.
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. Access to athletes was limited and the window was tight.
What I did
I developed the campaign creative around the athletes' stories rather than the uniform — then helped broker and design for an editorial partnership with Vogue Australia to give the work cultural credibility it couldn't buy through paid media. I designed every asset: web, social, animations, content pages, store windows, and POS across 100+ national stores.
I developed the campaign creative around the athletes' stories rather than the uniform — then helped broker and design for an editorial partnership with Vogue Australia to give the work cultural credibility it couldn't buy through paid media. I designed every asset: web, social, animations, content pages, store windows, and POS across 100+ national stores.
next projects
JACK
EDWARDS
JACK
EDWARDS