Superdry is rolling out its AW26 campaign called “Game Changers” and has tapped Australian Football League player Charlie Curnow to headline the coverage.
Curnow is a two-time Coleman Medallist (2022, 2023) and has scored more than 300 goals in his career, making his mark at both the Carlton Football Club and now at the Sydney Swans.
The new campaign with Superdry will be his first foray into the fashion space
Superdry has a history of partnering with leading Australian athletes, including Tom De Koning, Harry Grant, Pat Lipinski, Isaac Quaynor and Will Hayward.
Curnow will sport a range of Superdry’s AW26 collection, covering styles such as puffer jackets, bombers, knitwear, windbreakers and sweats.
“Charlie embodies everything Game Changers stands for, ” the head of Superdry, Reg Griessel, said. “His elite status and leadership performances on the field, and his unique, comfortable and fashionable urban appeal combined with Superdry, is a natural fit.”
Charlie added that his focus has always been footy, but added it is an honour to work with Superdry and express himself off the field. “I’m obviously not as comfortable in front of the camera as I am in front of a goal, but time will tell.”
The campaign will roll out across PR, digital, and social from April 2. Superdry has 20 stores and outlets across Australia.