Athletics Australia takes on 'bold, new identity' with Australian Athletics rebrand

Athletics Australia has announced a rebranding, changing its name from "Athletics Australia" to "Australian Athletics." This seemingly subtle change, in the association's view, marks a "bold new identity" aimed at seizing the development opportunities of a future golden era.

This rebranding is accompanied by the release of a new logo, which officially debuted on Wednesday, ending the 36-year history of the old brand. "Australian Athletics (AA)" stated in a release that as they move into 2025, they will present a bold new image that reflects the evolution and development of the sport, connecting its glorious traditions and laying the foundation for an exciting future.

In recent years, Australia has seen a significant resurgence in athletics. At the Paris Olympics, Australian athletes won a total of seven medals, including Nina Kennedy's first-ever gold medal in a women's field event in the pole vault. This is Australia's best performance since the 1956 Melbourne Olympics, when the host nation won 12 medals, including 4 gold medals.

Domestically, the rise of 17-year-old sprinter Gout Gout has also greatly increased the sport's profile. His remarkable performances in the 100m and 200m races last year quickly spread on social media and earned praise from Usain Bolt. Athletics Australia CEO Simon Hollingsworth described the rebranding as an important step forward for Australian athletics.

"This rebranding is not just about a new look, it's about reimagining what athletics means to Australians," said Hollingsworth. "'Australian Athletics' aims to celebrate our heritage while embracing the future, uniting every member of our community—whether they are Australian representatives, athletics enthusiasts, recreational runners, or everyday walkers—under a common vision to develop and elevate the sport's status in our country." He also emphasized, "Athletics welcomes everyone, it's about the joy of movement, about the human body in motion, and the unparalleled benefits for physical, mental, and social well-being. We are creating a sport where everyone belongs."

Athletics Australia President Jan Flemimg stated that the new identity is a symbol of the future. "We want the name 'Australian Athletics' to represent everyone, and we want Australians to be proud of our sport, whether they are Olympic or Paralympic hopefuls or just enjoying a morning walk or run," she said. "It's not just 'Australian Athletics,' it's athletics for Australians. We want everyone to lace up their shoes and join this community that's moving Australia forward."