New Zealand-based clothing brand Rodd & Gunn has launched a limited edition collection in collaboration with all 18 Australian Football League (AFL) clubs as part of a $1 million growth initiative. The collection features a reimagined version of the brand’s signature sweatshirt, aiming to elevate traditional supporter apparel and appeal to a wider fan base.

The campaign, which began in late June, was unveiled at a runway event held at Rodd & Gunn’s heritage store in Melbourne. The show featured models including Montana Cox and former AFL player Tom Hawkins, who also serves as a brand ambassador. This marks a strategic shift for Rodd & Gunn, traditionally known for tailoring to rural customers and affluent professionals, as it now targets younger consumers and women alongside its established clientele.

Stephanie Noonan, executive general manager for brand and marketing at Rodd & Gunn, said the initiative seeks to expand the brand’s reach by tapping into the passionate AFL supporter communities. “Our ambition is all about growth. We’re aiming to reach a new target market while continuing to engage our existing customers,” she said. The campaign is positioned to attract young professionals, university graduates entering the workforce, and a segment the company calls the ‘Gunn girl,’ intended to complement the established ‘Gunn guy’ demographic.

Leveraging the success of its heritage sweatshirt line, which gained strong traction throughout the COVID-19 pandemic and is now the company’s top-selling product, Rodd & Gunn sees the AFL as a national platform to increase both brand visibility and cultural relevance. Noonan emphasized the collection’s role in cementing Rodd & Gunn’s presence in everyday conversations beyond just being a familiar name.

The brand’s marketing agency, Double Woo, helped produce the campaign, which incorporates unconventional elements such as a runway show—an unexpected move for a heritage menswear company. Noonan noted that this approach is designed to challenge consumer perceptions and broaden the brand’s appeal.

Rodd & Gunn also views the AFL campaign as a testing ground for potential expansion into other major international sporting markets, including those in the United States and the United Kingdom. The company is exploring opportunities to partner with leagues such as the NFL and NBA, aiming to replicate its Australian success on a global scale.

The limited-edition collection comprises approximately 23,000 jerseys, with the company targeting $1 million in sales over a short timeframe. The broader strategy focuses on capitalizing on the AFL’s estimated 10 million followers nationwide to strengthen brand consideration and drive sustained growth in the competitive apparel market.