Case Study: AMART Sports – Footy Season Starts Here
Because when the season changes—so does everything else.
Because when the season changes—so does everything else.
For value-focused, fun-loving AMART Sports, Footy Season Starts Here was a high-energy, high-colour reminder that when footy kicks off, life gets better. Designed as a modular campaign with retail flexibility and emotional spark, the spot combined visual spectacle with a clear commercial payoff.
We open on an AMART store—literally swelling with energy. The deals are too big. The footy fever’s too strong. The building pulses, creaks, and finally—bursts. A bright, visual wave of footy-fuelled colour blasts out across the landscape, replacing the grey of the everyday with something much more exciting.
The energy cascades across the city.
We cut to a group of kids waiting at a dull suburban bus stop, kicking a can. The wave passes—and everything transforms. Their school uniforms morph into team strips. The can becomes a ball. One girl now wears goalie gloves. The bus stop signage flickers and reappears as a goalpost. Their faces light up: bored to buzzing in a heartbeat.
Next: a dusty worksite. Tradies clock off at the whistle. The wave hits. High-vis turns to NRL gear. Toolkits are replaced with footies mid-air. The site becomes a pitch. The team spirit—instant.
The ad closes with a punchy product carousel, showcasing the key boots, jerseys, and deals of the moment—wrapped in bright AMART branding and built for retail efficiency. Its modular design meant the campaign could be versioned for different states, offers, and formats—while keeping the fun and flair intact.
From a behavioural science angle, Footy Season Starts Here worked through emotional anchoring, visual surprise, and associative transformation—turning the viewer’s everyday into a stage for sport. By tapping into seasonal reactivation, it aligned footy with identity, social connection, and value.
Results:
49% uplift in footy gear sales YoY during campaign period
3.1M views across digital, TV, and in-store platforms
Notable increase in “value for money” perception in brand tracking post-campaign
Over 21% increase in basket size when paired with footy footwear or jersey
Campaign modularity used across QLD and VIC with tailored promotional messaging
Why it worked:
Because it made the start of footy season feel like a cultural shift, not just a retail moment. Footy Season Starts Here turned grey days into game days—and made AMART the spark that kicked it all off.