Athletics Australia reveals new brand identity

Athletics Australia has announced a new brand identity, renaming itself as Australian Athletics.

A statement introducing the rebrand advised “that (it) reflects the sport’s evolution and growth, connects to its storied legacy, and sets its sights on an exciting future.”

The body noted that the change of brand, after 36 years as Athletics Australia, “goes beyond a name change, introducing a striking new logo and reaffirming a deep commitment to a broader Australian athletics community - a shift that positions the sport to capitalise on the golden era ahead.

“The new name, Australian Athletics, is a declaration of the sport’s ambition to unite the four million Australians who actively participate in the sport, inspire participation at every level and elevate the sport’s profile in Australia ahead of the Brisbane 2032 Games and beyond.”

Australia has enjoyed a resurgence in track and field in recent years, with their athletes winning seven medals at the Paris Olympics, including a first women's field gold to pole vaulter Nina Kennedy.

It was the nation's best Games haul since 1956 in Melbourne when the hosts took 12 medals, including four gold.

Describing the rebrand as an important step for the sport in Australia, Australian Athletics Chief Executive, Simon Hollingsworth stated “this rebrand isn't just about a new look - it's about re-imagining what athletics means to Australians

"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.

With a new logo also part of the rebrand, Australian Athletics President Jane Flemming said the new identity was a symbol of the future, adding “we want Australian Athletics to be a name that speaks to everyone, and 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.

"Not only is it 'Australian Athletics' but it is Australians’ Athletics. We want everyone to lace up, and join the community that moves Australia."

The amateur Athletic Union of Australasia was formed in 1897 to act as the peak body for athletics within the region. In 1928, New Zealand broke away to form its own national body, leaving what was known as the Amateur Athletics Union of Australia (AUU). In 1932, an Australian Women’s Amateur Athletics Union was instituted and remained responsible for women’s athletics until 1978, when both bodies amalgamated into one governing body, which in 1989, was rebranded as Athletics Australia.

Editor’s note: Australian Athletics claim of four million participants is based on AusPlay figures which define walking, jogging and other non-competitive recreational activities as ‘athletics’.

Images courtesy of Australian Athletics.