Australian Olympic snowboarders star in Superdry’s new campaign

Outerwear clothing brand Superdry has released a new campaign, #JacketToOwnWinter.

Sneaky Studios executed the creative. The media buying was done in-house.

The one minute spot sees Australian Winter Olympians Nathan Johnstone and Jessica Rich, along with two models, wear Superdry outerwear at iconic Victorian landmarks, including the Twelve Apostles and Hopetun Falls.

Johnstone and Rich are both snowboarders. Johnstone represented Australia in the 2018 Pyeong Chang and 2014 Sochi Winter Olympics. Rich represented Australia in the 2018 Winter Olympics.

Matthew Iozzi, head of marketing and PR AU/NZ at Superdry, said: “For whatever occasion, whether it be the rooftop bars of Melbourne or slopes of Perisher or Queenstown, there’s a Superdry jacket.”

Superdry has reported 48% year-on-year lift in demand for outerwear products, in contrast to the loungewear trend during lockdowns.

Johnstone said: “The campaign was a blast. I am thrilled to be working with Superdry this season.”

Superdry’s new campaign features Australian Winter Olympians Nathan Johnstone and Jessica Rich.

The campaign will launch this week, and will be distributed across billboards, social, web, print, and TVC.


Agency: Sneaky Studios

Director: James Cunningham

Head of Brand: Matthew Iozzi


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