International award winning, independent brand and design agency Hulsbosch, has partnered with Basketball Australia to create a new consumer-facing brand designed to unite Australian basketball under a single national identity.

As the national governing body for basketball, Basketball Australia is responsible setting the standard and vision for the entire game of Australian basketball, championing Australia’s national teams on the world stage while driving participation, development and growth across every level of the game. Working alongside State and Territory associations, the organisation plays a central role in developing players, coaches, officials, volunteers and fans, while creating opportunities for more Australians to engage with basketball.

As part of Basketball Australia’s broader ambition to unite the game nationally and realise its long-term vision of making basketball the sport of choice for Australian families in the 21st century, Basketball Australia recognised the need for a contemporary consumer brand capable of bringing together the sport’s elite programs under one powerful identity.

The new consumer-facing brand will represent Australia’s National Teams, elite pathways and nationally organised tournaments, while establishing a commercially driven identity for apparel and retail that strengthens the connection and engagement between the sport and its ever-growing community of players and fans.

Rather than simply creating a new retail visual identity, the project established a strategic brand platform that provides Basketball Australia with a cohesive and recognisable presence across every consumer touchpoint. The new brand – AUS Basketball – has been designed to inspire pride, increase visibility and create stronger connections between elite performance and the broader basketball community.

Marcel Wijnen, Creative Director at Hulsbosch, said the opportunity was about creating a brand that reflects the scale of Australian basketball’s ambition: “Basketball has become one of Australia’s fastest-growing sports and is entering an exciting new era of opportunity. The challenge wasn’t simply to create a new identity – it was to create a brand capable of uniting the sport, building national pride and connecting every generation of Australian basketball.

“The strongest sporting brands create belief far beyond the court. They inspire athletes, engage communities, attract commercial partners and become symbols that people proudly wear. This new brand has been designed to do exactly that.”

Nicole Thompson, General Manager Marketing & Events, Basketball Australia, said the new brand represents an important milestone for the future of the game: “Thanks to Hulsbosch, we now have a powerful consumer brand that brings together our national teams, elite pathways and nationally organised competitions under one recognisable identity. As excitement builds towards the 2026 FIBA Women’s Basketball World Cup in October, and basketball continues its rapid growth across Australia, this brand provides the platform to deepen our connection with fans, strengthen commercial opportunities and inspire the next generation of Australian basketball.”