Australian fashion label Sportscraft has struck its ninth apparel partnership with the Australian Olympic Committee (AOC) ahead of the Paris 2024 Olympic Games.
Sportscraft will become the official supplier of the 2024 Australian Olympic Team opening ceremony and formal uniforms.
The fashion brand has marked the announcement with the launch of a new campaign called ‘The Craft of Sport’, which features three Tokyo Olympic athletes; Rugby 7s player Henry Hutchison, swimmer Se-Bom Lee, and table tennis player Michelle Bromley, who each describe what the Olympic uniform means to them.
General manager Haylie Sullivan said Sportscraft has been designing official Australian Olympic blazers over the last three decades.
“We want to bring the Australian way of life to the world,” Sullivan said. “As an Australian family-owned and locally designed brand, Sportscraft has been crafting apparel since 1914 and we are building the next 110 years to be just as colourful as the last.
“It’s an honour to be a part of next year’s Olympics and we look forward to celebrating the Aussie way with all of our brand partners.”
Sportscraft designers worked closely with the AOC, athletes, and the Australian Olympic Uniform Committee to design the new uniform.
Chef de Mission for the Australian Olympic Team in Paris, Anna Meares said wearing the Australian uniform at an Olympic opening ceremony is a milestone for team members.
“Our Opening Ceremony blazer is a reminder of the work we put in to become an Olympian and the pride we feel to represent Australia on the world’s biggest stage,” Meares said. “The Sportscraft team has already been hard at work, sizing athletes around the country and I look forward to seeing the Australian Team assembled in Sportscraft uniforms in Paris in one year’s time.”
The Australian Olympic Team's opening ceremony uniform will be unveiled at a launch event in 2024.