Fashion chain Sportscraft has invested in a fresh initiative to support a new brand direction.
The brand, owned by retail giant Apparel Group, has crafted a campaign in partnership with Australia’s national rugby tea, to celebrate its ongoing sponsorship of the Qantas Wallabies, and spruik its push into the menswear market.
The campaign, which launched this week, comes ahead of the impending 2013 British & Irish Lions Tour and involves a video which reveals what happened when we let four of the Qantas Wallabies take over the Sportscraft menswear photo shoot.
The #wallabiestakeover campaign stars Wallabies' players Adam Ashley-Cooper, Dave Dennis, Liam Gill and Scott Higgenbotham, and differs from past Sportscraft campaign's by taking a “different angle”, according to Sportscraft PR manager Stephanie Maule.
“The aim of this campaign was to generate engaging and sharable menswear content which highlights our partnership with the Qantas Wallabies. The launch date was timed to demonstrate our support for the team in the lead up to the series against the British & Irish Lions in June/July this year,” she said.
“As part of our relationship, we create a menswear campaign each season. This year we wanted to try something slightly new and create candid, engaging and sharable content that revealed a side of the player that fans might not have previously witnessed.”
Maule added that the campaign also supports the continuation of Sportscraft’s new brand direction as the brand continues to “widen its appeal through modern cuts, prints and styles for men”.
“Men are often afraid to have fun with their style, and by showing these four high profile players doing just that, we hope this encourages our customers to look at style in a more relaxed way,” Maule said.
The #wallabiestakeover campaign was created by creative agency Studio Woo, with photography shot by Simon Upton and styled by Kim Payne.
Sportscraft is the official formal wear supplier of the Qantas Wallabies. Since 2010, Sportscraft have outfitted Australia’s national rugby union team in their formal and travel uniforms.