Ultra Football has introduced a new brand direction, ‘Unapologetically Football’, led by a new leadership team with a vision for growth ahead of its 10-year milestone in 2027.
The football destination is reinvigorating its brand, launching a range of initiatives in late 2024 including partnerships and collaborations.
The brand’s customer base has already grown 17% in 2024 year-to-date and the refresh is set to advance its efforts in taking football forward, according to Ultra Football general manager, Andy Di Donato.
“Ultra Football is evolving to deliver Australian footballers, fans, clubs and organisations an experience, product and service offering that is unapologetically football. The new direction comes from digging deep into our purpose —taking football forward—to ensure that football and football culture are as strong, progressive and impactful as they can be,” he said.
The brand’s inaugural Taking Football Forward survey was one key initiative designed to help drive progress in the sport by investigating the sports fandom, participation, accessibility and enjoyment.
An additional initiative to further its impact includes the introduction of the Ultra Football 11, which supports 11 emerging elite players through product sponsorship, profiling, and collaboration opportunities.
Players include Keiwa Heida, Nicki Flannery, Isobel Dalton, Avaani Prakash, Grace Maher, Amy Harrison, Mikael Doka, Marin Jakolis, Almani Tatu, Jordi Valadon and Lawrence Wong.
Ultra Football will also collaborate with football access charity, One Ball to foster positive football experiences for children and youth aged 5 to 17, and with Future Baller to deliver coaching for girls aged 10 to 18, under the guidance of former Matilda’s Chloe Logarzo and Emily Gielnik.
In its retail spaces, the brand is revamping staff team kits with adidas featuring custom black, white and red designs across home, away and third kits. Additionally, a limited-edition zine capturing the best of Australian football culture launched in October, and will be published throughout the year.
To give back, Ultra Football is introducing a collaborative ‘buy one, give one’ ball with Park SSC as a special gift for those advancing football. For each ball given to a football innovator, supporter, player or advocate, another will be donated to an Australian football community.
“From a brand point of view, we straddle both respecting the legacy of the beautiful game, and being on the right side of progressive change, to make sure football’s growth is sustainable,” Di Donato said.
“This includes commitment to supporting women, girls and minority groups’ access to the game, as well as telling rich stories with world-class athletes, plus a healthy focus on Australia’s lesser-known football stories and subcultures.
“It’s a privilege to be part of such a passionate, committed and knowledgeable team. Our calendar of championships, brand collaborations, product releases and in-store events is packed, so expect exciting things to come.”