Melbourne Storm has today launched a new brand campaign, Built Different, reflecting the identity and values that have shaped the Club for more than two decades.
From sustained success on field, to a revered and respected culture off field, Built Different highlights the unique position Melbourne Storm holds in the Australian sporting landscape.
As Victoria’s only NRL team, Storm will enter its 28th season with the unwavering support, loyalty and passion of the Purple Army who have stood by the Club through every moment in the Club’s history.
That connection is felt most strongly at AAMI Park, a game day that is Built Different, where a packed stadium and a sea of purple combine to create unmissable entertainment and an experience unlike anything else.
Melbourne Storm CEO Justin Rodski said Built Different reflects the Club’s renowned culture and identity.
“We are Built Different and we’re extremely proud of it,” Rodski said.
“This is a campaign that reflects the history and DNA of our Club. Whether you’ve been part of our journey from the start or joined us along the way. Built Different embodies the identity of our organisation and the values that has underpinned the Club’s success for more than two decades.
“We want Built Different to represent and strengthen the already deep connection we have with our members and fans and the role we play in the Victorian sporting landscape, one of which we are very proud.
“Built Different kicks-off an exciting 2026, we have big plans and ambitious goals, including filling AAMI Park and providing an unrivalled game day experience for our fans.”
The Built Different platform will underpin the Club’s 2026 season narrative, including memberships, ticketing, community engagement and content, providing a consistent and unmistakable Storm identity.
