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Group designs AFLW Marvel round guernsey

27th February, 2019

This March, Australia’s Walt Disney Company will team up with AFLW clubs, Western Bulldogs and Collingwood to celebrate Melbourne’s newly renamed Marvel Stadium (formerly Etihad Stadium) and the Group could not be more proud to be a part of it.

On Saturday, March 9 a doubleheader match will take place between teams Collingwood and North Melbourne and Melbourne and the Western Bulldogs aligning with the release of the first female-led superhero blockbuster, Captain Marvel, landing in Australian cinemas Thursday, 7 March.

As the proud official apparel partner of the AFLW, the Group’s Community and Corporate Partnerships team – specifically Graphic Designer Daniel Hatcher – were thrilled to receive the brief to create the exclusive Captain Marvel-inspired training guernseys for the Bulldogs and Collingwood teams.

The Group License team began conversations with Disney’s Marvel team to collectively fashion an event which celebrated the movie launch alongside the Group’s partnership with the Australian Football League Women’s competition, deciding upon the creation of a guernsey which reflected the first female-led Marvel superhero film.

Utilising Marvel movie stills and poster artwork, Daniel said he ensured the finer details were as accurate as possible, with enough recognition of both Marvel and the AFLW teams incorporated,

“I tried to replicate the uniform down to the smallest detail which resulted in many versions – it was a balancing act with Marvel and the AFLW to represent enough of Captain Marvel that the guernsey looked like the main character’s uniform but enough of the AFLW teams represented as well.”

Alongside the limited-edition jumper artwork, the guernsey still holds all the performance fabrication and features of the regular training and game guernsey, including moisture-wicking technology.
The March 9 games will align with the week of International Women’s Day – a passion point for the Group with over 70% of the business’s workforce being female – and the Marvel round’s significance will lend itself to elevating the AFLW, their players, the game’s innovation and the chance to do things differently in the competition.

The theme of the doubleheader match is Higher, Further, Faster, tying into the Captain Marvel movie lead’s role and has generated aspiring messages from key players: Steph Chiocci – Collingwood Captain, Katie Brennan – Western Bulldogs Co-captain and Tiarna Ernst – Western Bulldogs player.

Steph Chiocci said, “As leader of my club, Higher, Further, Faster relates to my ambition to continue to strive higher, push yourself further, and recover faster each week. It’s all about continuously striving to be a better version of yourself. It also relates to AFLW, our wonderful game that is breaking barriers for girls across the country.”

Fans can purchase their limited-edition Captain Marvel guernseys through the Group’s Australian e-Commerce site from today.