In mid-September Cricket Australia and Big Bash kit partner Nike joined forces with Australian music superstar Tones And I to launch the 2021 summer Big Bash League and its new look team and tournament apparel collection.
The move sees Tones And I become a lead ambassador for both the KFC BBL|11 and Weber WBBL|07 competitions and her music to be heard in grounds across the country throughout the summer’s Big Bash.
The Australian singer-songwriter, who skyrocketed to global stardom when her track Dance Monkey topped music charts in 30 countries, kicked off the Big Bash partnership by unveiling Nike’s new on-field kit range which will be worn by all eight clubs this summer.
The new Nike range is characterised by striking icons and bold colour to emphasize the unique attributes of each club while maintaining links to the league and the range also includes textural elements from Nike’s latest Global Design Direction.
The collection was promoted through a PR push and via a social media campaign spanning the league, the musician and the sportswear brand’s channels and fronted by the singer wearing all of the teams’ kits.
The Big Bash has joined forces with Aussie music superstar, Tones And I, to launch the League’s second decade and a new look from the game’s apparel partner Nike.https://t.co/38daWQ41JW
— sportsindustry (@footyindustryAU) September 21, 2021
This is the first time Nike has released an apparel range for an entire league in Australia and the campaign directs consumers and fans to register to be the first to access the new Nike Big Bash apparel at shop.cricket.com.au.
The summer of Big Bash begins with the Weber WBBL|07 season opener between the Sydney Sixers and Melbourne Stars at Blundstone Arena on 14 October and the leagues are being broadcast on Seven, Foxtel, Kayo and cricket.com.au (Weber WBBL) or listen on ABC Radio (Weber WBBL) and SEN (KFC BBL).
The campaign followed hot on the heels of Tones And I debut album ‘Welcome To The Madhouse’ reachingnumber one on the ARIA Album Chart following its July release while its current single Cloudy Day has already notched up 40 million global streams.
Regarding the BBL & WBBL partnership, Tones And I commented: “The new Nike kits for this year’s Big Bash are sick and I’m looking forward to getting to a match. At the end of the day, cricket is the real winner.”
Nike’s Pacific Vice President and General Manager Ashley Reade added: “We can’t wait for the next generation of cricket and Big Bash athletes to embrace the colours of summer which will come to life this season through the new Nike kits.
“With bold designs and rich colours, they will be worn with pride, both on and off the pitch and inspire a renewed energy during an exciting summer of cricket,” said Cricket Australia’s Chief Executive Officer Nick Hockley. “This is an incredibly exciting day for Australian cricket, with our KFC BBL|11 and Weber WBBL|07 seasons being launched by Tones And I and a bold new look from Nike. We are privileged to have such strong support from iconic names within the music and apparel industries, who together will help take the Big Bash from strength to strength, both as a cricket competition and as an integral part of the Australian summer. We thank Tones And I, Nike and all our partners including KFC, Weber, Seven, Foxtel and Kayo, for their incredible support of the Big Bash Leagues.”
Cricket Australia’s General Manager of Big Bash Leagues Alistair Dobson added: “The Big Bash prides itself on inspiring the next generation of cricket fans. We’re taking that to a new level this year, celebrating the power of music and sport to unite communities through our partnerships with Tones And I and Nike respectively. Tones And I is idolised globally for her eccentric personality and unique sound, instilling courage in her fans to follow her footsteps and embrace their own individuality. This is a similar mission to that of Nike, who for 50 years has encouraged athletes and fans from diverse backgrounds and communities to connect through sport and fashion. To see an artist of Tones And I’s stature unveiling our range of striking uniforms emblazoned with the iconic Swoosh and Big Bash logos symbolises the strides the Big Bash has come in its decade at the centre of the Australian summer. As we approach KFC BBL|11 and Weber WBBL|07, we’re proud to work with Tones And I, Nike and all our commercial and broadcast partners and clubs to bring our fans another exciting summer of Big Bash.”
Comment:
This is arguably one of the most left-field sports marketing partnerships in recent times – it’s not even clear whether the singer is a cricket fan – but as a promotional initiative it has certainly hit headlines around the world.
Cricket Australia announced that Nike had signed on as the the Official Apparel Partner of both the KFC BBL and Weber WBBL in June 2021 in a deal that saw the US sportswear behemoth design and produce playing, training and supporter wear for all eight clubs.
At that time, Nike Pacific Vice President and General Manager Ashley Reade, said: “Cricket is part of the fabric of Australian sport and summer. With our aligned values of innovation, diversity, sustainability, and community impact, we look forward to uniting with the Big Bash team. In partnership we will celebrate the power of sport and inspire the next generation of athletes and fans.”
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