Back in 2021 straight off the back of a very daring, but very challenging “LEGACY” jersey concept we had to do a lot of soul searching and change our tactics.

The legacy concept was aptly named as it left a mark, just not the mark we were hoping for. Visually speaking it was brave, confident, and daring which spoke to us as a brand. However, we forgot one critical component, the fan.

It was at this point the leadership team decided to flip the switch and get closer to fans. We did this by changing our mindset and stop think of our Clubs and Federations as assets, and to think of them as partners.

This is was when the persona was born. By listening to our partners we tried to truly understand who they where, what made them tick, and what their unique characteristics were.