Sportscraft – the leading fashion retailer and designer of the Australian Olympic uniforms – chose Cubes to represent them and conduct their publicity at the London 2012 Olympic Games.
For the first time in Australian history the official Opening Ceremony uniform of the 2012 Australian Olympic Team was unveiled ahead of the London 2012 Olympic Games on Thursday 3 May by the Australian Olympic Committee at a launch event organised by Sportscraft and Volley. However the AOC and Sportscraft kept something close to their chest and Cubes was sent to London to work with the AOC to launch unveil the secret.
Every vintage inspired jacket designed by Sportscraft included the names of all Australian Gold Medalists since 1896. Cubes worked with the AOC media team to generate press releases, fact sheets and media material as well as brief athletes and TV commentators resulting in extensive PR and Sportscraft mentions prior to the opening ceremony.