Athletics Australia rebrands to Australian Athletics to give sport ‘bold new identity’

The nation’s governing body for track and field events says it is “reimagining what athletics means to Australians” by renaming from Athletics Australia to Australian Athletics.

Lachlan Kennedy, Calab Law, Joshua Azzopardi and Jacob Despard ahead of the Men's 4 x 100m Relay at the Paris Olympics. Picture: Hannah Peters/Getty Images.

Athletics Australia is being rebranded as Australian Athletics.

The name change for the sport’s governing body is motivated by track and field’s resurgence with an eye to a new golden era leading up to the Brisbane Olympic Games.

A new logo has also been developed to coincide with the “bold new identity” which is being hailed as a “declaration of the sport’s ambition to unite the four million Australians who actively participate in the sport”.

New Athletics logo for Australia

The move comes off the back of Australia’s best performance at an Olympic Games since the 1956 Melbourne Olympics with team winning seven medals in Paris last year including gold for pole vaulter Nina Kennedy.

Australian Athletics CEO Simon Hollingsworth described the rebrand – it has been Athletics Australia since 1989 – 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,” he said.

“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.”

Lachlan Kennedy, Calab Law, Joshua Azzopardi and Jacob Despard ahead of the Men's 4 x 100m Relay at the Paris Olympics. Picture: Hannah Peters/Getty Images.

AA President Jane Flemming said the sport’s transformation was all about connection.

“It’s about ensuring that when you think of elite athletics, you also think of community,“ she said.

“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 Australian’s Athletics. We want everyone to lace up, and join the community that moves Australia.”

The world’s governing body the IAAF – International Association of Athletics Federations – had its own rebranding to World Athletics in 2019.

Originally published as Athletics Australia rebrands to Australian Athletics to give sport ‘bold new identity’