Ultra Football launches new brand direction and slew of initiatives

Australian Football retailer, Ultra Football has launched a new brand direction - 'Unapologetically Football' - along with a slew of initiatives.

Led by a fresh leadership team, Ultra Football envisions its new direction to lead a growth in future footballers and customers ahead of its 10-year milestone in 2027.

Initiatives include a collaboration with not-for-profit organisation, One Ball. The Ultra Football 12-month partnership with Melbourne based soccer access charity One Ball, will see the supply of exclusive kits, equipment and resources to the community organisation to to foster positive football experiences for children and youth aged five to 17, especially those from culturally and linguistically diverse backgrounds across Melbourne.

Founded by professional footballer Kamal Ibrahim, One Ball creates an inclusive environment for children and young people to develop healthy relationships, contribute positively to the community and have fun playing the game.

Head of Marketing at Ultra Football Clare Acheson said One Ball embodies Ultra Football’s core mission of positively impacting the sport and ensuring it continues to be inclusive and accessible.

Acheson noted “we have watched One Ball grow from strength to strength. The organisation has championed what our strong team of 130+ has experienced — the positive impact of play and football in individuals’ lives.

“Kamal and his coaches embody the spirit of our mission to take football forward and we are stoked to be working closely with them to ensure those doing meaningful work in football look and feel their best, on and off pitch.”

Founder of One Ball and professional footballer Kamal Ibrahim said the organisation works to create an inclusive environment for children and young people to develop healthy relationships, contribute positively to the community and have fun playing the game.

“One Ball focuses on fostering children's personal growth by building their confidence, discipline, and self-control. To further our mission of inclusivity, we need uniforms and equipment to give everyone the opportunity to shine,” Kamal said.

“Ultra Football’s committed team and extensive resources will play a crucial role in amplifying our impact on the sport. With their expertise and support, we can broaden our reach, provide better access to quality programs, and create more opportunities for players at all levels to grow and succeed.

“Their involvement will not only strengthen our initiatives but also ensure we continue fostering a positive, inclusive environment that drives lasting change in the game.”

Ultra Football will also be stocking One Ball’s ‘Positive Kick’ football from November 2024. The training football comes in three standard sizes (3.0, 4.0 and 5.0) and is decorated with positive statements, to encourage young players to develop a positive mindset around the game.

Supplies will be available for all of One Ball’s programs including the Positive Soccer program, Character Strength Beyond Football program, and the School Partnership program, as well as supporting the organisation’s family days and end of season events.

Ultra Football’s customer base has grown by 17% in 2024 YTD, but the football destination is reinvigorating its brand from the inside out, keeping fans front of mind when launching a slew of initiatives in late 2024.

General Manager of Ultra Football Andy Di Donato expressed that the retailer is always looking for ways to evolve and deliver footballers, fans, clubs and organisations in Australia an experience, product and service offering that is unapologetically football, and they are excited to continue taking football forward.

Other Initiatives include:

• Taking Football Forward: an annual survey looking into customer statistics surrounding football's fandom, participation, accessibility and enjoyment.

• The launch of Ultra Football 11: supporting 11 emerging elite players through product sponsorship, profiling and collaboration opportunities.

• Collaborations with One Ball and Future Baller: working with One Ball, which aims to foster positive football experiences for children and youth aged 5 to 17, and with Future Baller to deliver coaching for girls aged 10 to 18, under the guidance of former Matildas Chloe Logarzo and Emily Gielnik.                         

• Revamping its retail space: new staff kits with Adidas and a modernised look.

• Giving back to customers: introducing a collaborative 'buy one, give one' ball with Park SSC as a special gift for those advancing in football.

• Exclusive partnership with the Joga Bonito Tour: acting as a key supplier for the Joga Bonito Tour, which brings FIFA World Cup champion Ronaldinho to Australian shores.

More information on Ultra Football