Athletics Australia makes subtle yet ‘bold’ rebrand
Athletics Australia is rebranding to Australian Athletics, a subtle shift that the sporting federation claims allows for a “bold, new identity” for the 36-year-old organisation.
To go with the name flip is a new logo showing off the change.
“Australian Athletics (AA) enters 2025 with a bold, new identity, unveiling a rebrand that reflects the sport’s evolution and growth, connects to its storied legacy, and sets its sights on an exciting future,” AA said in a statement.
Australian Athletics’ CEO, Simon Hollingsworth, said at a launch on Wednesday that the rebrand “isn’t just about a new look, it’s about re-imagining what athletics means to Australians”.
He continued: “Australian Athletics is about celebrating our legacy while embracing the future, uniting every member of our community — whether you’re an Australian representative, track and field enthusiast, casual runner or everyday walker — under a shared vision to grow and elevate the sport in this country.
“Athletics invites everyone in. It’s about the joy of movement, the human body in motion and the unparalleled benefits to physical, mental and social wellbeing. We’re creating a movement where everyone can belong.”
The organisation’s president Jane Flemming said the goal is for Australian Athletics to be “a name that speaks to everyone – we want Australians to feel a sense of ownership and pride of our sport, whether they are Olympic or Paralympic hopefuls or simply enjoying a morning walk or run”.
She said: “Not only is it ‘Australian Athletics’ but it is Australians’ Athletics.
“We want everyone to lace up, and join the community that moves Australia.”
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Not to put a negative spin on the rebrand , but how much time ,energy, resources and money whent into this decision . Changing Athletics Australia to Australian Athletics doesn’t appear that bold ????
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Bold. The most over-used word in branding.
This is fine. But it’s not bold.
Having worked on a few sports brands in my time, my take is that this should have focused more on the unique magic of athletics and less on the generic shape of Australia.
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Is this a joke?
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