Sportscraft kicks off 2024 Olympic campaign via The General Store
The Australian Olympic opening ceremony uniforms were unveiled last week, designed by Aussie retailer Sportscraft. The reveal also marked the launch of the brand’s new campaign, ‘Supportscraft’, via creative agency The General Store.
The campaign kicked off with the ‘Supportscraft’ Olympic message hub and re-badging of the wordmark on its website.
“Sportscraft holds a special place at the heart of Australian culture. It’s more than just a game, it’s a unifying force. Whether it’s parents cheering from the sidelines, children dreaming of future victories or grandparents sharing stories of sporting glory, we invite all Australians to join us in backing our Olympians every step of the way,” said Elisha Hopkinson, CEO of Sportscraft.
“The G Store helped shine a light on this, and we’re excited to launch the beginnings of a body of work that feels very true to our purpose and marks the start of a new journey of evolution for this brand.”
Marcus Teroriero, chief creative of The General Store, added: “Putting on that official blazer is a special moment for all our Olympians. Sportscraft have been crafting this moment for the last four decades and meticulously designing uniforms to support our athletes, giving them confidence to take on the world.
“The Supportscraft initiative helps all Australians come on that journey to share unity and encouragement for our Olympic team.”
More work will be coming in the lead up to the 2024 Olympic Games.
Credits:
Client: Sportscraft
CEO: Elisha Hopkinson
Head of brand / creative / marketing / online: Samanths De Kauwe
Creatve services lead: Liza Vella
Creative agency: The General Store
Chief creative officer: Marcus Tesoriero
Partner + creative: Maddie Livesey
Creative: Daniel Li
Creative: Mitchel Taylor
Senior strategist: Andrew Kohn
Managing director: Sophie Lander
PR: TMC PR
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Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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topics
2024 Paris Olympics
Australian Olympic Team
Elisha Hopkinson
Marcus Tesoriero
Paris 2024
Sportscraft
Supportscraft
The G Store
The General Store
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