Sportscraft x Olympics Tokyo 2020 Campaign

Research & Insight

Sportscraft has long been a trusted name in Australian fashion, but its audience skewed older. The brief was clear: make this Olympic moment matter to younger Australians. We focused on selecting well-known (but accessible) Olympians to front the campaign and ensured our storytelling highlighted their personal journeys - not just the clothing - creating a bridge between athleticism, aspiration, and everyday relevance.

Strategy & Concept

We aligned the campaign look and feel with Sportscraft’s brand DNA, while layering in the unmistakable green and gold palette of the national uniform. To elevate the narrative for a style-conscious audience, we collaborated on a bold editorial partnership with Vogue Australia. This allowed us to juxtapose Sportscraft’s timeless tailoring with youthful, vibrant styling in a format our younger audience respected.

Design & Execution

I designed the entire campaign across digital and print - from the core web experience to paid and organic social, content landing pages, animations, store windows, and POS materials for 100+ stores. I embedded quotes, stories, and behind-the-scenes content into the ecommerce experience, ensuring the athletes’ voices were front and centre and that the uniform served as a backdrop to their achievements.

Collaboration & Rollout

Working closely with the creative director, copywriter, and marketing team, We helped support the campaign shoots and live press launch at Wylie’s Baths with our featured Olympians. From there, I ensured all campaign assets were aligned, from pre-launch buzz to post-event follow-up, including social content for the Olympians to share on their own channels.