Football Australia, in partnership with Ogilvy Australia, has launched a new brand campaign, 'A Different Breed', to support the Subway Socceroos on their AFC Asian Cup Qatar 2023 journey and beyond.

The campaign aims to encapsulate the belief, desire, and spirit of the Subway Socceroos, and it is hoped it will resonate strongly with fans.

The campaign launch includes a video featuring Subway Socceroos players Keanu Baccus, Mitchell Duke, Jackson Irvine, Sam Silvera, and Harry Souttar. The video is part of a broader campaign that will run across the Subway Socceroos' entire FIFA World Cup 2026 qualification campaign. This includes promos and television commercials, a national presence through out-of-home (OOH) and radio, as well as digital ads and digital activations through the official Subway Socceroos and Football Australia social channels.

"'A Different Breed' is a way for us to showcase that across what is an important period for the Subway Socceroos," Football Australia CEO, James Johnson, said.

Johnson's sentiments were echoed by Subway Socceroos captain, Maty Ryan.

"This campaign is about our characteristics as a collective, the things we know make us uniquely Australian," he said. "The identity of this team, our values and how we want to play are so important to our success and we felt 'A Different Breed' summed those things up perfectly."

The campaign comes at a crucial time for the Subway Socceroos, with the AFC Asian Cup Qatar 2023 fixtures recently announced. The team will face off against India, Syria, and Uzbekistan in the tournament.