European Workwear Brand Strauss Signs Landmark Partnership as Inaugural Official Partner of AFL and AFLW

Leading European workwear brand Strauss has chosen Australian Rules Football as the cornerstone of its official entry into the Australian market, signing a multi-year agreement to become the inaugural Official Workwear Partner of the Australian Football League (AFL) and AFLW.

Commencing from the 2027 Toyota AFL Premiership season, the partnership will integrate Strauss and its iconic ostrich logo across one of the country’s most watched and attended sporting codes, connecting the brand with millions of fans nationwide while celebrating the everyday workers, volunteers, and local communities who sustain the game.

A Shared Set of Cultural and Operational Values Between Organisation 

Commenting on the collaboration, AFL EGM – customer, commercial and technology Bec Haagsma, said: “Australian Rules Football has deep connections in communities across the country, and we’re delighted to welcome STRAUSS as the AFL and AFLW’s inaugural Official Workwear Partner.”

“The values that drive success in football are dedication, persistence, reliability, preparation and teamwork, are the same values that underpin workplaces and communities across Australia.

“We’re excited for Australians to experience STRAUSS and celebrate the millions of people who bring that same commitment and determination to their work every day,” Haagsma said. 

Sharing the rationale behind targeting the Australian market, CEO and chief brand officer, Henning Strauss, noted: “Australia is a highly relevant market for us because of its strong culture of skilled work, performance and pride in doing the job properly.”

We want to bring workwear that stands up to the same standards tradies set for themselves every day. It has to perform, hold up and feel right on the job,” Strauss said.

By positioning itself within the national sporting landscape, Strauss aims to capture significant market share within the competitive domestic workwear sector as it prepares for its official 2027 rollout.

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