Global apparel and lifestyle brand Superdry has launched its latest High Winter campaign, fronted by professional AFL player Sam Durham.
He is the latest AFL collaboration by Superdry, following Charlie Curnow in April this year for another campaign launch. Superdry noted that these partnerships help strengthen its connections with Australian consumers.
The new campaign was shot in the Victorian countryside, capturing Durham in Superdry’s latest winter outerwear. The range includes tops and bottoms, such as jeans and chinos, overshirts, jackets, vests, jumpers, t-shirts and puffers.
"Our High Winter collection was created with our 'Made for Living' philosophy at its core,” head of Superdry, Reg Griessel said. “We wanted to design outerwear that delivers on performance, comfort and timeless style, giving people the confidence to embrace winter wherever the day takes them.
“By combining premium materials, functional details and versatile silhouettes, we've created a collection that's built for everyday living."
According to Superdry, Durham’s grounded personality, strong work ethic and off-duty style made him a natural fit for the brand. Durham is currently a midfielder for Essendon Football Club, initially recruited by the club in 2021.
Building on long-term relationships with athletes, the brand continues to localise its global identity in Australia.
The new collection is designed for layering, with selected styles featuring 10o per cent recycled fill, alongside earthy neutral colourways and colour blocking.