Ultra Football, an Australian football retailer, is taking a bold step forward with its new brand direction, 'Unapologetically Football'. The brand's new manifesto video features the voices of Socceroos midfielder Jackson Irvine and Matildas defender Steph Catley, and will be showcased across Ultra Football's owned channels.

Ultra Football has seen significant online growth in 2024, with over 50% of new customers subscribing to brand updates and a 30% increase in social media followers. The company's new brand direction is part of a broader strategy to solidify its position as a go-to destination for football enthusiasts.

"It was incredible to have Steph Catley and Jackson Irvine take time out of their busy playing schedules to lend their voices to our manifesto, to illustrate our vision and define this new era," said Andy Di Donato, Ultra Football General Manager. "Our mission is to drive football forward and solidify our position as the go-to destination for the sport. We deeply appreciate the loyalty and passion of our customers, and partnering with elite footballers who we have supported since the early days of their careers means we can give fans more of what they love."

In addition to the new brand direction, Ultra Football has launched a free printed publication documenting football culture in Australia. The publication features interviews with footballers, independent brands, and creatives who are fuelling passion for the game.

"We’ve proudly launched a printed publication to document football culture in Australia, available for free in our stores. Issue 0 features interviews with footballers, independent brands and creatives who are fuelling passion for the game," said Clare Acheson, Ultra Football Head of Marketing.

The company has also collaborated with local and international talent, including Ronaldinho, to create content and connect with fans. Ultra Football is a key supplier for the Joga Bonito tour and has launched the Ultra Football 11, a support program for emerging elite players in Australia. The company will host the ONEX1 freestyle football tournament at their Melbourne and Sydney stores later this month.

"It is a privilege to work with local and international talent, like Ronaldinho, who recently visited our store to create content and connect with fans during the Joga Bonito tour, for which Ultra Football is a key supplier," added Acheson.