The 2017 AFL Women’s apparel line was launched today following the announcement of Cotton On Group as the official apparel partner for the inaugural NAB AFL Women’s competition launching in February 2017.
The uniforms, created by Cotton On Group’s high-performance sportswear category COAR, were revealed in Melbourne with marquee players Tayla Harris and Sabrina Frederick-Traub joining Kate McCarthy modelling the Brisbane Lions look.
The inaugural Brisbane Lions Women’s guernsey was created to encompass the traditional Brisbane Lions identity whilst including an added touch to represent the women’s aspect of the game.
Brisbane Lions Graphic Design Manager Brad Walker was heavily involved in the initial phases of the design process and explained the process.
“Working with Breeanna Brock (Women’s CEO) and Linsey Norris (Brand & Marketing Manager), I developed a few different designs initially,” said Walker.
“We wanted to be true to the Lions brand but also create something distinctive for our new team.
“There were a few wild styles in there but we ended up settling on a more simple direction with ties to the men’s guernsey.
"From there, we worked with COAR and the AFL to develop our concept and bring it to life,” said Walker.
Aesthetically, the guernsey encompasses the traditional look of the men’s guernsey, with the only major distinction being the line on the front changing from a hard horizontal line to a feminine ‘V’.
Women’s CEO Breeanna Brock explained the importance of ensuring the guernsey was simple, while also maintaining the link to the Brisbane Lions.
“When people turn the TV on and see the Brisbane Lions playing, we wanted it to be instantly recognisable that that was who we were.
“That’s why we’ve kept to a pretty traditional look with just a few tweaks and touches that makes it unique to the women’s team,” said Brock.
Brock said it was also about creating something iconic that players will aspire to, and be proud to, wear.
“You want girls coming through to want to be able to wear the guernsey with pride,” said Brock.
Feedback from the players was paramount during the process with players Emma Zielke and Tayla Harris included in the initial phases.
“Their feedback was pretty strong – they wanted it to look like a real Brisbane Lions guernsey and nothing too crazy,” said Brock.
“When we got the initial artwork boards back we had a little getting with about six players and they were able to have a look and let us know what they thought – their feedback was pretty positive,” said Brock.
Zielke spoke highly of the final design and is excited to see it come to fruition when the AFL Women’s season kicks off in February 2017.
“It’s amazing to know that women will be able to pull on this women’s jumper for many more years to come.
“We can start creating our own history wearing this guernsey,” said Zielke.
The Brisbane Lions Women’s apparel will land in the Lions Shop in January 2017.
The Design Process
1. Initial concept created by the Brisbane Lions (below)
2. Front and back designs submitted by the AFL and COAR (above and below)
2. Final design (below)
