THE PROJECT
Transforming Australia’s dedicated soccer ecommerce and retail presence into a challenger brand that’s #UnapologeticallyFootball.
Australia’s premier soccer retailer and kit wholesaler Ultra Football.
A soccer retail space with full-size goals and indoor pitches, plus premium kit from Nike, Adidas, Mizuno and more.
THE CHALLENGE
Ultra Football dominates Australia’s soccer scene.
Two stores in Melbourne and Sydney, in-house kit printing and ecommerce gives fans and footballers access to the latest kits and boots.
Under new leadership, Ultra Football needed to mark a fresh chapter with positioning that pushed the brand forward, looking to the future of football in Australia.
We explored football’s changing underdog status to develop ‘unapologetically football’ brand positioning.
Then, we tackled creative and launch moments for footballers, fans, supporters and supplier brands.
A fractional CMO stint alongside in-house creatives and marketers embedded the plan.
Zines, stickers, staff home and away kits, grassroots partnerships and A-lister pop-ups followed — all in the name of the beautiful game.
THE PLAN
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DISCOVERY
Surveys & conversations to get under the skin of Ultra Football, plus research into bleeding-edge soccer culture
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FUTURES
Mapping the future of football and developing ‘Customer of the future’ personas
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DIRECTION
Positioning Ultra football as Australis’ only Unapologetically Football retailer and kit supplier
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DEFINITION
New brand assets, style guide, retail updates, digital channel refreshes, video manifesto & a zine brand book
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ENGAGEMENT
Two internal launch events, plus earned & paid media to kickstart #UnapologeticallyFootball
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EMBEDDING
Six-month fractional CMO role, partnerships with Classic Football Shirts, Ronaldinho, Nike & Adidas
THE IMPACT
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Brand refresh
An unapologetically football brand refresh, drawing on football ultras’ culture, packed with hidden details footballers and fans love
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Leadership
Fractional leadership to get the brand into the hands of the Matildas and Soccaroos, key media and on global partners’ radars
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Go-to-market
Campaigns to celebrate 30 years of adidas Predator, Nike athlete Ronaldinho’s visit to Sydney & a global first bringing Classic Football Shirts down under
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Coaching & uplift
Embedding brand thinking into the internal team, working alongside them to drive sales & build brand
TESTIMONIAL
“Clare brought a wealth of knowledge, creativity, and strategic clarity to Ultra Football.
Her help shaping the direction of our brand as we head into what we believe is a golden decade for football in this country was vital.
She was instrumental in refreshing our identity and setting the business up for long-term success.”
Michael Hodgson – Brand Manager, Ultra Football