‘Unapologetically Football’: Ultra Football teams up with A-list footballers for ultimate rebrand

Socceroos midfielder Jackson Irvine and Matildas defender Steph Catley are championing Ultra Football’s new ‘Unapologetically Football’ era, starring as the lead voices in the brand’s new manifesto video, Unapologetically Football, created by Ultra Football and produced by Safari.

 

The football destination is revitalising its brand by rolling out a series of initiatives in late 2024, including impactful partnerships, collaborations, sponsorships, and more. The latest video will be taking centre stage across Ultra Football’s owned channels to mark the new brand direction.

Ultra Football General Manager Andy Di Donato said the refresh will strengthen their commitment to taking football forward: “It was incredible to have Steph Catley and Jackson Irvine take time out of their busy playing schedules to lend their voices to our manifesto, to illustrate our vision and define this new era.

“Our mission is to drive football forward and solidify our position as the go-to destination for the sport. We deeply appreciate the loyalty and passion of our customers, and partnering with elite footballers who we have supported since the early days of their careers means we can give fans more of what they love.

“We’re committed to maintaining our momentum and fostering lasting connections by putting our members first and offering them exclusive perks. So far in 2024, we’ve seen remarkable online growth with more than 50% of new customers subscribing to brand updates and 30% more followers on social media.”

Ultra Football Head of Marketing Clare Acheson said the partnership with Irvine and Catley marks a renewed step in the brand’s commitment to meaningful collaborations with homegrown talent, backed by a suite of activity including a printed tabloid-format football zine: “We’ve proudly launched a printed publication to document football culture in Australia, available for free in our stores. Issue 0 features interviews with footballers, independent brands and creatives who are fuelling passion for the game.

“We have also launched the Ultra Football 11, a support program for eleven emerging elite players in Australia, and later this month we will host top freestyle talent as part of ONEX1, a freestyle football tournament at our Melbourne and Sydney stores, featuring AU Ballerz and Young Guns showcasing their skills to inspire the next generation of footballers.
 
“It is a privilege to work with local and international talent, like Ronaldinho, who recently visited our store to create content and connect with fans during the Joga Bonito tour, for which Ultra Football is a key supplier.

“The manifesto video sums up the motivation behind these exciting initiatives and highlights our unwavering commitment to being unapologetically football.”

The Unapologetically Football be shared via the Irvine and Catley’s Instagram channels, as well as Ultra Football’s digital channels on Facebook, Instagram,  TikTok, X and LinkedIn.

For more information, head to ultrafootball.com.

Client: Ultra Football
Project: Ultra Football: Unapologetically Football
General Manager: Andy Di Donato
Head of Marketing / Brand Strategy: Clare Acheson
Brand Manager: Michael Hodgson
Brand & Publication Design: Kyle Lewendon
Graphic Design: Isaac Smith
Content Contributors: Matthew Stith, Celia Spenard Ko, Kristian Bullock, Steve Kuzmanovski, Kyle Lewendon, Michael Hodgson, Simon Kim, Rachel Bach

Video Creative:
Safari – Nigel Camilleri, Hamish Pattison
Ultra Football – Jacob Morrison, Kosta Froutzis

Voice Over: Jackson Irvine, Steph Catley

Video Talent:
Adolph Koudakpo
Alben Dzaferovic
Alex Griffin
Anastazia Andrew
Amadu Koroma
Charlie Poulton
Catherine Sayachack
Darren Cooke
Daniel Escudero Alcalde
Dean Markovski
Fernando De Moraes
Giacomo Luna
Gianni Costantino
Isabelle Price
Kamal Ibrahim
Kosta Froutzis
Layla Goldberg
Liam Kielty
Luke Cotic
Michael Hodgson
Nathan Edwards
Nate Antonucci
Natalie Scicluna
Rachel Gillies
Richard Tcherniakovsky
Rodrigo Brum
Jess Russo
Scott Rogan
Sandesh Subba
Safa Hijazi
Steve Kuzmanovski
Sunny Chang
Dylan Meneghetti
Josh Okai

Uniform Supplier: adidas

Print & Signage Supplier: Kong Group, Plakkit, Work Works

PR Agency: Soda Communications