| BY Ricki Green |The integrated ‘AFL Anywhere’ campaign 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. Says Peter Crawford, art director at Town Square: “The category has traditionally treated supporter apparel as something you wear to the game, and the creative has reflected that for years. That gave us permission to move away from traditional sporting tropes to create a campaign that shows AFL fashion can exist anywhere.” 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.