Superdry has launched its Autumn/Winter 2026 campaign, Game Changers, spotlighting a new generation of athletes shaping the future of Australian sport and style.
Fronting the campaign is AFL forward Charlie Curnow, whose on-field dominance and growing cultural profile positions him as the face of the brand’s latest push into the intersection of sport and fashion.
A two-time Coleman Medallist (2022, 2023), Curnow has cemented his place among the AFL’s elite, notching more than 300 career goals across stints with Carlton Football Club and Sydney Swans.
The campaign marks his first major move into fashion, with Superdry framing the athlete as a “fashionable forward” as it leans into athletes’ growing influence beyond the field.
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.
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.
The AW26 range includes outerwear staples such as puffers and bombers, alongside technical windbreakers, knitwear and elevated sweats – all designed to transition seamlessly from training to daily life.
“Charlie embodies everything Game Changers stands for,” said Reg Griessel, head of Superdry. “His elite performance on the field combined with his effortless off-field style makes him a natural fit.”
Curnow added that while his focus has always been football, the campaign presents a new opportunity to express himself beyond the game.
The campaign rolled out from April 2 across PR, digital and social channels.
