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Empowering Female Athletes

7th September, 2023

We’re proud to be the Australian Football League Women’s (AFLW) official apparel partner since its inception in 2017.

With standing ties as an official sponsor of our local AFL team and 2022 premiers the Geelong Cats, we became the first on-field partner tasked with supporting the on-field apparel program for the entire AFLW league, an industry-first.

To say we’re passionate about playing a role in supporting increased participation of girls and women in sports would be an understatement. It’s what The Good is all about, being a force for meaningful change. And as a business with over eighty of our team identifying as female, and a similar percentage of our customers women and girls, promoting causes that engage and empower women are ones that we will always champion.

As the official apparel partner, we’ve seen the League grow from eight teams in the first season to eighteen.  Since our partnership began, having the ability to work collaboratively with the inaugural AFLW players to design and bring to life how they wanted to be represented as sportswomen through their playing/training kits was so important to us. By bringing the latest technologies to our performance product as well as being socially/environmentally conscious in the fabrications we use – e.g., recycled polyester guernseys, we create elite sportswear and playing kits for the now eighteen clubs, ensuring that over 600 players and staff are decked out in industry-leading products that allow them to perform at their best.

And the story doesn’t stop there.

We’ve worked closely with First Nations artists to bring their stories and culture to life through on-field gear throughout the season. Our goal is to constantly promote both individual and First Nations Country and Community links within the clubs. We also work closely with the LGBTIQA+ community within AFLW, supporting with Pride guernseys that are designed in conjunction with individual clubs and players for the League’s Pride round.