Paralympics Australia and Publicis Australia launch ‘Defy Limits’ to take athlete fandom beyond the Games

Paralympics Australia has launched 'Defy Limits', a new brand platform created with Publicis Australia that celebrates Paralympians as they defy the odds, the stereotypes, and challenge perceptions of what’s possible.

Designed specifically to move beyond disability-first storytelling, 'Defy Limits' puts the athletes and their humanity directly in the spotlight, connecting Australians with their stories both on and off the sporting stage and aiming to create enduring fandom and deeper engagement all year round.

Commissioning research amongst up-and-coming Para athletes, Paralympians, sports fans and supporters, Paralympics Australia identified a common theme – that familiarity, visibility and support wavers during the four-year cycles between Summer Paralympic Games.

In response, Paralympics Australia has set out to build greater awareness of our amazing Paralympians and Para athletes alongside national and international competitions in order to increase excitement and build lasting brand relevance beyond Games time, showcasing them as a powerful proof point of human capability, resilience and possibility.

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