Sportscraft to become ‘Supportscraft’ in new Paris Olympics campaign via The General Store

Iconic Aussie retailer Sportscraft has designed Australian Olympic Uniforms across four decades and this week the brand unveiled the 2024 opening ceremony uniforms. The event also marked the launch of the brand’s new Olympics campaign ‘Supportscraft’ in partnership with The General Store.

Says Elisha Hopkinson, CEO of Sportscraft: “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… 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.”

Kicking off with the launch of the Supportscraft Olympic message hub and re-badging of the Sportscraft wordmark on their website, today begins a journey of work leading to the 2024 Olympic Games.

Says Marcus Tesoriero, CCO of The General Store: “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.”

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