Australia and New Zealand represent one of the most dynamic and influential markets in the world for sports, lifestyle and consumer brands.
By Lim Mi-Kyoung | SVP, Head of Australia and New Zealand
Across the region, consumers are engaging with brands in new ways. Purchasing decisions are no longer driven by just product quality, but also authenticity, heritage and storytelling. Brands that successfully connect culture and commerce are the ones that create lasting relevance.
This environment creates significant potential for Authentic and our partners. Our portfolio spans some of the most recognizable names in sports, media, entertainment and lifestyle. Through partnerships with leading operators, we continue to expand our presence, deepen consumer engagement and unlock new opportunities across categories and channels.
What makes Authentic’s approach unique is our ability to combine global scale with local expertise. Our partners understand the nuances of their markets, the evolving needs of consumers and the retail landscape in ways that drive growth. Together, we are able to preserve the heritage that makes these brands iconic while ensuring they remain relevant for today’s audiences.
“At Authentic, we think global and act local. Culture drives commerce, and our brands grow when they are brought to life by partners who understand the consumers, communities and trends shaping each market. That is the power of our model across Australia, New Zealand and broader APAC.”
— Jamie Salter, Founder and Executive Chairman
We’re also seeing licensing evolve. No longer confined to traditional product categories, licensing has become a strategic growth engine that enables brands to reach consumers through new experiences, collaborations, content and distribution channels.
As consumer behavior continues to shift, the ability to create connected ecosystems around brands has never been more important.
As we look ahead, we remain focused on strengthening partnerships, expanding the reach of our portfolio and creating new pathways for growth across Australia and New Zealand. Authentic is uniquely positioned to build on the momentum we see today and bring even more of our brands to consumers throughout the region.
Read the Authentic Brands Group Supplement (July 2026 Edition) below:
