alt/shift/ has partnered with ASICS to launch Australia’s 2025 cricket uniforms at the Sydney Cricket Ground on September 9.
Australian players and ASICS athletes Sam Konstas, Mitchell Starc, Alyssa Healy, Annabel Sutherland, Josh Hazlewood, Glenn Maxwell and Darcie Brown debuted the new Test, One Day International (ODI) and Twenty20 (T20) uniforms to media at the SCG.
The event, staged beside the Members Pavilion, featured a mock dressing room with bespoke lockers for the athletes, providing the backdrop for the reveal.
The uniforms continue ASICS’ partnership with Cricket Australia, which began in 2011, and feature Indigenous artwork by Kirrae Whurrong artist Aunty Fiona Clarke, Land & Sea.
The independent creative PR and social agency worked with ASICS and Cricket Australia to integrate the story of the artwork and its significance throughout the launch and media coverage.
Managing Director, ASICS Oceania, Mark Brunton, said: “We are proud to unveil Australia’s 2025 series uniforms, which will be worn by our men’s and women’s teams across all formats of the game.
“This summer provides a historic stage for their debut, showcasing not only ASICS’ commitment to innovation and performance, but also the powerful story of Aunty Fiona Clarke’s artwork, connecting players past, present and future, Aboriginal and non-Aboriginal alike.
“We’re incredibly excited to see our ‘Sound Mind, Sound Body’ brand slogan come to life on one of world sport’s biggest stages.”
Katie Raleigh, Managing Director, alt/shift/, said: “Our ambition was to deliver a reveal moment worthy of the Ashes returning to Australian soil, combining cultural storytelling, high-impact creative and flawless execution.
“We’re proud to have partnered with ASICS to help bring this moment to life, ensuring the story resonated across sports and consumer audiences, while giving fans a first look at a uniform steeped in both performance innovation and cultural meaning here at the SCG.”