Athletics Australia is rebranding to "Australian Athletics" — a move that might appear subtle to most people but which the sports federation said would provide a "bold, new identity" to allow it to capitalise on a golden era ahead.
The change, unveiled with a new logo on Wednesday, ends the old brand's 36-year run.
"Australian Athletics (AA) enters 2025 with a bold, new identity, unveiling a rebrand that reflects the sport's evolution and growth, connects to its storied legacy, and sets its sights on an exciting future," AA said in a statement.
Australia has enjoyed a resurgence in track and field in recent years, with their athletes winning seven medals at the Paris Olympics, including a first women's field gold to pole vaulter Nina Kennedy.
It was the nation's best Games haul since 1956 in Melbourne when the hosts took 12 medals, including four gold.
Locally, the sport has enjoyed a massive boost in profile with the emergence of 17-year-old sprinter Gout Gout whose eye-catching 100 and 200 metres times last year went viral on social media and drew praise from Usain Bolt.
Australian Athletics CEO Simon Hollingsworth described the rebrand as an important step for the sport in Australia.
"This rebrand isn't just about a new look — it's about re-imagining what athletics means to Australians," he said.
"Australian Athletics is about celebrating our legacy while embracing the future, uniting every member of our community – whether you're an Australian representative, track and field enthusiast, casual runner or everyday walker – under a shared vision to grow and elevate the sport in this country.
"Athletics invites everyone in. It's about the joy of movement, the human body in motion and the unparalleled benefits to physical, mental and social wellbeing. We're creating a movement where everyone can belong."
With a new logo also part of the rebrand, Australian Athletics president Jane Flemming said the new identity was a symbol of the future.
"We want Australian Athletics to be a name that speaks to everyone, and we want Australians to feel a sense of ownership and pride of our sport, whether they are Olympic or Paralympic hopefuls or simply enjoying a morning walk or run," she said.
"Not only is it 'Australian Athletics' but it is Australians’ Athletics. We want everyone to lace up, and join the community that moves Australia."
Reuters
