BRAND UPDATES
3rd July 2022:

Today marks the start of NAIDOC Week, a time to celebrate, recognise & uplift the history, culture, and excellence of Aboriginal and Torres Strait Islander peoples.

Firstly, we’d like to acknowledge the Traditional Custodians of the land throughout this nation on which we have the privilege to work and gather. We pay our respect to elders past and present and extend that respect to all First Nations peoples.

This year’s NAIDOC Week theme is ‘Get up! Stand up! Show up!’, and in keeping with this year’s theme that calls for us all to level up in order to drive systemic change, we would like to provide an update to our community on our diversity and inclusion (D&I) roadmap that we outlined in December 2021.

Our Reconciliation Action Plan process is underway and Cultural Awareness and Safety training has been rolled out to Sportsgirl head office and in-store team members. Other vital components of our D&I roadmap have commenced and the work continues to be a core focus and priority of our business.                                

We are committed to driving Diversity & Inclusion throughout our business via our D&I roadmap so that we continue to contribute towards reconciliation and elevate First Nations history, culture, stories and voices.

As a business we are committed to continuing to challenge how we are Getting up, Standing up and Showing up for Aboriginal and Torres Strait Islander peoples every week. We will continue to keep you in the loop as we progress with our D&I roadmap.

27th May 2022:
National Reconciliation Week is a time for us to reflect on how we can individually and collectively join and contribute towards reconciliation in Australia as well as build, nurture and grow respectful and strong relationships with Aboriginal and Torres Strait Islander People.
The theme this year is “Be Brave. Make Change”.

As a business, we are committed to reconciliation so that all First Nations peoples experience fairness, justice, equality, equity, well-being, and success.

In December 2021, we outlined our diversity and inclusion roadmap. We have started to progress on our commitment to reconciliation with our Reconciliation Action Plan and Cultural Awareness training being the first steps in our ongoing journey. We will continue to keep you in the loop as we progress.

During this week and every week, we honour and pay our deepest respect to First Nations peoples and Elders past and present and we acknowledge Aboriginal and Torres Strait Islander people as the original and rightful custodians of this land.

26th January 2022:
Today at Sportsgirl, we are pausing and reflecting on the true history of Australia and our role and commitment towards reconciliation, creating space & in elevating First Nations voices, history, culture, contribution and heritage. We acknowledge that we can do better; we need to do better.

Since outlining our diversity and inclusion roadmap in December 2021, we have spent the last few weeks kickstarting the process and identifying ways we can deliver on our commitments to First Nations people and reconciliation. We will continue to keep you in the loop as we progress.

Our purpose is to inspire a generation to share their stories, forge connections and celebrate the experiences that makes us all uniquely us and which challenge and shape our identity as people, as trailblazers, and as a nation.

We acknowledge the Traditional Custodians of the land throughout this nation on which we have the privilege to work and gather. We pay our respect to elders past and present, and extend that respect to all First Nations peoples.

24th December 2021:

This week, Emily Wurramara, a proud Warnindilyakwa First Nations woman, artist, and role model, bravely called out an incident of racial profiling that happened at one of our Sportsgirl stores. With permission from Emily, and only since contacting her directly, have we decided to make the following public statement.

Our purpose at Sportsgirl is to empower and elevate all who identify with our brand to Be That Girl. Community, racial justice, diversity and inclusion are at the heart of Generation Sportsgirl.

What happened to Emily in our store did not reflect what we stand for as a brand or organisation. The pace and approach of our initial response was also simply not ok.

We are deeply and sincerely sorry and take responsibility for the pain, hurt, sadness and frustration this caused Emily and to any others who have experienced any form of racial discrimination.

We have a longstanding strong focus on customer service and care across Sportsgirl. And this incident has forced us to reassess, review and revise our customer service model to recognise the lived experience of diverse communities and their experiences in retail settings.

To ensure this never happens again and all feel safe and welcome in our stores, we commit to listening, unlearning, and relearning. To providing a store experience where racial injustice, bias and discrimination has no place and where all members of the Sportsgirl team have a zero tolerance for them.

And to creating a place where First Nations culture, contribution, history, heritage, and voices are celebrated and embraced.

We’ve listened to Emily and we thank her for her bravery in speaking out, and we are working with an inclusion, cultural awareness, and anti-racist expert to support the implementation of the following roadmap:

  1. Develop our reconciliation commitments via a Reconciliation Action Plan.
  2. Cultural Awareness training to be rolled out to all Sportsgirl head office and in-store team members by 30th June 2022. 
  3. Inclusion training to be rolled out to all Sportsgirl head office and in-store team members by 30th December 2022.
  4. Review and reform of training and in-store practices to ensure a culture of inclusion is always upheld.
  5. Review and reform of recruitment, onboarding practices to ensure a culture of inclusion is always upheld.

Reconciliation and inclusion is a long-term commitment and priority of ours and we pledge to do better for First Nations people, People of Colour, and the wider community.

To Top