Iconic fashion retailer Rodd & Gunn has launched a new limited time collaboration in partnership with the AFL as the kiwi brand seeks to attract younger lifestyle focused consumers.

The iconic New Zealand brand debuted their “Footy’s Back in Fashion” platform with a runway show in their Australian headquarters on Little Collins Street - just a stone’s throw from the MCG where the retail campaign was captured.

The catwalk was headlined by renowned Australian model Montana Cox, who unveiled the range in front of 100 media, influencers and fashion insiders - including her brother Essendon player Nikolas Cox. 

The collection showcased two limited edition jerseys for each of the code’s eighteen teams. The launch event was a preview to the new above the line campaign which blends the line between sport and fashion.

“For eighty years Rodd & Gunn has been synonymous with sporting pursuits,” said General Manager Marketing, Rodd & Gunn Stephanie Noonan, “Collaborating with the AFL to create elevated supporter wear to an uncompromising premium was core to our mission to show Footy’s Back in Fashion - with a collection and edgier campaign designed to attract a new generation of fans to the brand.”

The retailer enlisted former player, broadcaster and AFL identity Tom Hawkins to bring “Hawk Couture" to the collection. The Geelong great spearheaded the campaign’s retail layer which was captured by celebrated sport and fashion photographer Dean Podmore, which debuts this month.

"I've spent my life around football, but this was a completely different experience. What I loved about the concept is it respects the game and the supporters, while presenting it through a fresh aesthetic. It's something people can wear whether they're heading to the footy, spending time with family and friends or simply representing their club in everyday life,” said Tom Hawkins.

The collection is limited to fewer than 2,000 items per team and is available nationally at all Rodd & Gunn’s Australian boutiques, and in a department store exclusive with MYER, and the two brand’s respective e-commerce outlets until sold out. 

The Footy’s Back in Fashion campaign ecosystem will extend across social, on premise, e-commerce, out of home through street posters around major stadiums and AFL’s owned channels. It was developed in partnership with independent agency Double Woo, which launched earlier this year.

“Rodd & Gunn wanted bold, category shifting work - and the code naturally lends itself to the world of fashion. From Port Adelaide’s “Power Dressing,” to Geelong’s “Catwalk” - this proved to be a robust creative dive in point that Rodd & Gunn were quick to embrace,” said Double Woo’s co-founder Channa Goonasekara.

“We were genuinely proud to assemble a creative dream to support R&G at the G’s hallowed turf, and under lights on their runway at their boutique. It’s a special collection that needed an unforgettable launch and we’re thrilled to now hand it over to the fans”, said Double Woo’s co-founder Nick Vindin.

The limited time items are available for pre-order from today at www.roddandgunn.com/afl

Creds List:

Client: Rodd & Gunn

GM of Brand & Marketing: Stephanie Noonan

Head of Graphic Design and Content: Daniel Sortino 

Creative Director/Designer : John Prikryl 

Director of Hospitality: Josh Beagley

Agency: Double Woo 

Co-Chief Woo Officers Channa Goonasekara and Nick Vindin

Retail Production: Chee Productions

Retail Photography: Dean Podmore 

Retail Videography: Josh Barolo

Runway Producer: Jacqui Brown

Runway Content: Bursty 

Runway Technical Director: Nick Macfie

Runway Production: Production Technologies and Pro Light & Sound