Global fashion brand Superdry has teamed up with AFL player Patrick Lipinski to launch its new puffer jacket range.
To mark the campaign, Superdry hosted a Puffer Party at Public House Rooftop in Melbourne, where guests including Australian rugby league player Justin O’Niell and his wife Chantelle, Big Brother star Tahan Lew, model Jay Camanga and podcast host Rachel Maksimovic were fitted out with a Superdry puffer.
Superdry shot its campaign with Lipinski live at the party in front of pundits.
The campaign will roll out across out-of-home and the brand’s digital channels for the next month.
“Superdry has something for all walks of life from timeless and transitional puffers with a Superdry twist to fur trimmed parkas for the city goers,” Brand Collective GM of international brands (Superdry) Alastair Davies said.
“We are big fans of Patrick, not only for his commitment to his sport, but also his personal style off-field and are so excited to be working with him to encapsulate our brand ethos and connect with the local community.”
Superdry began with the founding of retailer business Cult Clothing in 1985 by Julian Dunkerton and a former business partner.
Dunkerton then co-founded Superdry in 2003, which was immediately introduced to Cult Clothing.
Since the brand’s inception, it has grown to operate in over 500 Superdry branded locations in nearly 50 countries.
In Australia, the brand is managed by Brand Collective.