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Aussie brand revamps logo after record year

Niche Australian retailer, XBlades, has undergone a brand refresh,  unveiling its new logo designs after a year of record growth.

The athletic footwear and apparel business has seen a 25 per cent increase in footwear sales and a 79 per cent increase in Pro Team apparel sales in the 2017 financial year.

Following its acquisition in 2016 by former Callaway Golf director Leighton Richards and former AFL player Jimmy Bartel, XBlades is now forecasting a 62 per cent increase in top line revenue for the 2018 financial year.

The retailer has also launched a new licensing logo and revamped its existing logo for continued use on footwear and corporate materials.

The new licensing logo will be fitted out on the playing jerseys of XBlades sponsored AFL teams including St Kilda, Greater Western Sydney Giants and Gold Coast Suns, and NRL teams St George Illawarra Dragons and Cronulla Sharks for their 2018 seasons, while the original logo and will feature on all XBlades’ boots.

Founded in the 1980s, XBlades is the original creator the bladed sole football boot, which is designed to minimise injury amongst athletes who play Rugby and Australian Rules Football [AFL].

The brand continues push the boundaries with innovative technology and high quality design in consultation with a team of professional players, podiatrists and biomechanists.

XBlades Australia CEO Leighton Richards sees the logo refresh as an exciting step for the company and is looking forward to the future of the XBlades brand created by players, specifically for players.

“It’s been a great year for all of us at team XBlades, but we’re always looking ahead to the future of the company and the footwear industry. The company’s new look logos complement our continued focus on innovative product development for both fabrics and design for boots and apparel,” he said.

The business involves more than 30 NRL and AFL stars, including Tyson Frizell and Alex Rance to ensure the product meets the needs of current professional players.

The new year will see several high-profile player signings, additional club partnerships and the unveiling of the full 2018 collection.

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