Major European workwear brand Strauss is planning to enter the Australian market in 2027 and has tapped the AFL to help promote the push.
The family-owned company employs around 1,700 people and generates annual revenues of €1.4 billion (~AU$2.2 billion), and sells performance workwear, safety footwear, protective equipment and jobsite accessories.
The brand’s Australian push will involve the local AFL and AFLW partnership, alongside local product adaptation, an online website and selected retail and wholesale deals.
According to Straus, Australia represents a significant step in its international growth. The company will develop country-specfic products designed for Australian conditions, including outback heat, high humidity, alpine cold, dust, UV exposure and challenging terrain.
Australia represents a significant step in the brand's international growth, with the company developing country-specific products built for Australia's demanding conditions.
This includes a new collection called e.s.line.oceanz, designed for warm weather. The range includes lightweight stretch ripstop fabrics, metal-free trims, certified UV protection and integrated cooling features such as ventilation panels.
Safety footwear is also being rolled out here.
"Australia is a highly relevant market for us because of its strong culture of skilled work, performance and pride in doing the job properly," Strauss CEO and chief brand officer Henning Strauss.
"We want to bring workwear that stands up to the same standards tradies set for themselves every day. It has to perform, hold up and feel right on the job."
The CEO and his team have been in chats with local retailers and B2B partners, focusing more on hardware chains and specialist retailers as part of its broader go-to-market strategy.
Back in Europe, the brand also operates a handful of owned retail sites called workwearstores, all in Germany where the company was founded.
A few years ago in 2023, the business entered the United States, opening two stores over there as well as a US-dedicated website. The region doubled in size through 2025.
To drive its Australian push, Strauss will expand its global sports sponsorship portfolio after signing a multi-year partnership with the Australian Football League. From the 2027 season, Strauss will become the AFL and AFLW's first-ever ‘Official Workwear Partner’.
According to Strauss, the partnership is designed to connect the brand with Australian tradie culture.
"Australian Rules Football has deep connections in communities across the country, and we're delighted to welcome Strauss as the AFL and AFLW's inaugural Official Workwear Partner,” AFL executive GM of customer, commercial and technology, Bec Haagsma, said.
“The values that drive success in football are dedication, persistence, reliability, preparation and teamwork. These same values underpin workplaces and communities across Australia.
“We’re excited for Australians to experience Strauss and celebrate the millions of people who bring that same commitment and determination to their work every day.”
Strauss has a portfolio of sports and entertainment deals, including Major League Baseball, Liverpool FC, the UEFA Europa League and the Country Music Association.
The brand was born in 1948, and is led by brothers Henning and Steffen Strauss, representing the third generation of the Strauss family.