Rodd & Gunn unveils AFL capsule collection in cultural push for the brand via Double Woo

Fashion retailer Rodd & Gunn has launched a new limited time collaboration in partnership with the AFL, developed by newly launched independent agency Double Woo, as the kiwi brand seeks to attract younger lifestyle focused consumers.

The iconic New Zealand brand debuted its “Footy’s Back in Fashion” platform with a runway show in its 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 international model Montana Cox, who unveiled the range in front of 150 media, influencers and fashion insiders.

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,” says 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.

Says Hawkins: “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.”

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.

“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,” says 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”, says Double Woo’s co-founder Nick Vindin.

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

Client: Rodd & Gunn
Executive General Manager, Brand and 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
Celebrity Arrivals: Sam Tabone
Runway Technical Director: Nick Macfie
Runway Production: Production Technologies and Pro Light & Sound

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