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<\/p>\nSuperdry has launched its Autumn\/Winter 2026 campaign, Game Changers, spotlighting a new generation of athletes shaping the future of Australian sport and style.<\/p>\n
Fronting the campaign is AFL forward Charlie Curnow, whose on-field dominance and growing cultural profile positions him as the face of the brand\u2019s latest push into the intersection of sport and fashion.<\/p>\n
A two-time Coleman Medallist (2022, 2023), Curnow has cemented his place among the AFL\u2019s elite, notching more than 300 career goals across stints with Carlton Football Club and Sydney Swans.<\/p>\n
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The campaign marks his first major move into fashion, with Superdry framing the athlete as a \u201cfashionable forward\u201d as it leans into athletes\u2019 growing influence beyond the field.<\/p>\n
The creative builds on a legacy of athlete partnerships for the brand, following figures such as Lance Franklin, and reflects a broader trend of sports stars driving conversations across culture, identity and personal style.<\/p>\n
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Superdry said the Game Changers platform is designed to celebrate both performance and personality, aligning with its positioning as a lifestyle brand that bridges sport, streetwear and everyday wear.<\/p>\n
The AW26 range includes outerwear staples such as puffers and bombers, alongside technical windbreakers, knitwear and elevated sweats \u2013 all designed to transition seamlessly from training to daily life.<\/p>\n
\u201cCharlie embodies everything Game Changers stands for,\u201d said Reg Griessel, head of Superdry. \u201cHis elite performance on the field combined with his effortless off-field style makes him a natural fit.\u201d<\/p>\n
Curnow added that while his focus has always been football, the campaign presents a new opportunity to express himself beyond the game.<\/p>\n
The campaign rolled out from April 2 across PR, digital and social channels.<\/p>\n
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