Queensland underwear brand Knobby has worked with Queensland skeleton athletes Jackie Narracott and Peter Makrides to showcase their thrilling winter sport in the most unexpected and quintessentially Australian locations.
The LIVE HARD campaign, sees Olympian Narracott and aspiring Olympian Makrides trading icy tracks for esky hills and swapping their sleds for boogie boards, proving that the fearless mindset of skeleton athletes translates anywhere even in Australia’s summer heat.
In life you have two choices. Go hard or go home. Knobby is in the go hard camp. Every moment of every day is a chance to defy boredom. And live hard.
A brand that was born in Queensland. Built for the world. Knobby backs the Aussies who chase the impossible. A challenger brand. A little-known sport. One fearless mindset. A campaign that celebrates both. Live Hard is Knobby’s celebration of the fearless Aussie spirit, the kind that thrives on challenge, finds joy in the unlikely, and takes on the world from home.
The collaboration came naturally. Knobby, globally recognised for underwear that doesn’t shy away from danger, has not only partnered with Narracott and Makrides but the entire Australian Winter Olympic Team competing in Milano Cortina 2026 and the Australian Youth Olympic Team in Senegal 2026.
“For our Green and Gold Collection, we teamed up with elite skeleton athletes Jackie Narracott and Peter Makrides: Queensland natives like us, chasing and reminiscing Winter Olympic dreams from a sun-soaked beach nation,” said Liana Lorenzto, chief growth officer, Knobby.
“As an official team supplier to the Australian Olympic Team, we saw a powerful parallel, a challenger brand and two athletes in a little-known sport, all pushing forward on the global stage.
“From sand dunes to skateboards, eskies to boogie boards, Live Hard reimagines winter sport through a uniquely Australian lens, capturing the grit, humour and creativity it takes to train for ice at 140km/h under the harsh Australian sun.”
The result? A campaign that’s unmistakably Australian showcasing world-class winter athletes in environments that couldn’t be further from the ice featuring across connected TV, digital and social channels.
Comfortable, durable and sustainable, Knobby isn’t just for Winter Olympians, but anyone who Lives Hard.
The Knobby Limited Edition Green and Gold Collection is available now at the knobby website.
