'AFL Anywhere' positions Australian Football League fashion beyond the stadium with HoMie and Town Square

HoMie is redefining what Australian Football League (AFL) merchandise looks like with the launch of its latest AFL collaboration, a limited edition collection of heritage-inspired knitwear that can be worn anywhere, not just on game day.

Ahead of the AFL Finals Series and the opening of the AFLW season, HoMie’s latest AFL range spans 17 teams and includes legacy club the Fitzroy Lions, combining classic footy colours with retro design for fans who love their team but don’t feel the need to shout their allegiance through their fashion choices.

All profits from sales will go to fund HoMie’s mission to support young people affected by homelessness or hardship.

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The integrated ‘AFL Anywhere’ campaign, created by Melbourne independent agency Town Square, deliberately moves away from traditional high energy, game day and stadium-led AFL advertising conventions and positions the collection within a fashion and lifestyle context.

Built around the insight that not every supporter wants to wear loud or overt team colours, ‘AFL Anywhere’ places the limited-edition knits in unexpected non-football settings, creating a retro-inspired world where club colours become part of everyday style rather than something just reserved for the stadium.

Peter Crawford, art director at Town Square, said:

“The category has traditionally treated supporter apparel as something you wear to the game, and the creative has reflected that for years. But these heritage knits are different. They’re pieces that people genuinely want to wear as part of their everyday wardrobe. That gave us permission to move away from traditional sporting tropes to create a campaign that shows AFL fashion can exist anywhere.”

Marcus Crook, co-founder and creative director at HoMie, added:

“This collection lets supporters celebrate the clubs they love while directly contributing to programs that support young people affected by homelessness. Working with Town Square, we’ve created a campaign that feels culturally relevant, broadens who AFL merchandise is for and demonstrates how purpose-led brands can connect with people in new ways.”

The HoMie and AFL knits are now available for pre-order, with the ‘AFL Anywhere’ campaign rolling out across TV, digital, out-of-home, radio and print.

The launch follows HoMie’s recent LA Rams merchandise collaboration, with a campaign also created by B Corp-certified Town Square, which positioned the NFL franchise as Melbourne’s adopted team ahead of the NFL’s first-ever regular-season game between the Rams and the San Francisco 49ers at the MCG on Friday 11 September.