Australian Athletics 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.
Previously known as Athletics Australia, this transformation goes beyond a name change, introducing a striking new logo and reaffirming a deep commitment to a broader Australian athletics community – a shift that positions the sport to capitalise on the golden era ahead.
The new name, Australian Athletics, is a declaration of the sport’s ambition to unite the four million Australians who actively participate in the sport, inspire participation at every level and elevate the sport’s profile in Australia ahead of the Brisbane 2032 Games and beyond.
While the rebrand draws on the historic achievements of Australia’s elite athletes in recent years, it also captures the inclusivity that defines the sport. As the foundation for movement, athletics remains the most accessible sport in the world and it continues to be something that all Australians have experienced – whether it be at school sports days, a fun run, a race in a playground at recess or a friendly bet to see who can jump the highest or longest or who can throw the farthest. Most Australians have felt the thrill of running, jumping, throwing, walking or rolling.
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 reimagining what athletics means to Australians. 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.”
Central to the rebrand is a bold and dynamic logo, designed to reflect the energy, inclusivity and progression that defines Australian athletics. The logo’s elements weave together the sport’s diverse disciplines while honouring its past and looking to the future.
Key features of the design include:
Australian Athletics President Jane Flemming shared her pride in the sport’s transformation:
“Athletics has always been at the heart of Australia’s sporting culture. Our new identity as Australian Athletics reflects not only where we’ve come from but where we’re going, including honouring mentions of the past while empowering the champions of today and tomorrow.
“It’s about ensuring that when you think of elite athletics, you also think of community. When you think of competition, you think about connection. 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.
“Not only is it “Australian Athletics” but it is Australians’ Athletics. We want everyone to lace up, and join the community that moves Australia.”
The amateur Athletic Union of Australasia was formed in 1897 to act as the peak body for athletics within the region. In 1928, New Zealand broke away to form its own national body, leaving what was known as the Amateur Athletics Union of Australia (AUU). In 1932, an Australian Women’s Amateur Athletics Union was instituted and remained responsible for women’s athletics until 1978, when both bodies amalgamated into one governing body, which in 1989, was rebranded as Athletics Australia.
By Sascha Ryner, Australian Athletics
Posted: 29/1/2025
