COTTON ON X BAILEY SMITH
BAZLENKA

Creative Strategy / Concept Development / Copywriting

Footy player and fashion seem like an unlikely pairing. But that’s exactly what Cotton On menswear buyers had in mind on a trip to Japan with AFL star Bailey Smith. Bazlenka became Smith’s first true apparel collaboration, reflecting his genuine eye for aesthetics and design. For the campaign, we leaned into the noughties nostalgia from the product and threaded it through the logo, hero video, and behind the scenes content. The work delivered significant engagement and brought new fans to menswear, without a footy in sight.