2024 Fremantle Dockers AFL Indigenous Jumper

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Sir Doug Nicholls Round - Official On-Field Playing Jumper

Indigenous artwork by Daniel McHenry in collaboration with Michael Johnson.

Club legend Michael Johnson and cousin Daniel McHenry have paid respect to their family bloodlines in the Club’s Indigenous Jumper for 2024, which will be worn during Walyalup’s Sir Doug Nicholls Round games against Euro–Yroke (St Kilda) and Collingwood.

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“It is about the bloodlines, where we come from, and who has paved the path for us young Aboriginal men and women in our families,” Johnson said.

The colours on the design (Red, Green, Purple and White) are all callbacks to the first Fremantle jumper Johnson wore, but also represent Daniel and Michael’s family origins.

The green represents Ballardong country (the towns of Quairading and Badjaling) from which Johnson and McHenry’s Nan hails from.

.The red represents Kija country (Halls Creek), the red dirt country that Johnson and McHenry’s Pop hails from.

Leading to the middle and at the forefront of the design, the Moort (family) is represented by the male and female figures of Johnson and McHenry’s Moyran (grandparents) getting married in Quairading, surrounded by their Koorlanka (children).

When looking at the jumper the bloodline paths that lead off from the Moort to the top of the design represent McHenry (right) and Johnson (left) with their five and three Koorlanka.

“Bringing the anchor back but putting it in our way with the spears and the Boomerang is one of my favourite elements on the jumper,” McHenry said.

“It’s the jumper that I wore, and it is the colours that I supported when I was younger, so to bring it back into this design is a special moment for us,” Johnson explained.

“I just can’t wait to see the boys run out with the jumper on and represent the Club.”

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The back of the jumper features a reference to previous Indigenous jumpers designed by Roger Hayden, Dale Kickett and Richard Walley, incorporating their designs, with their permission, and continuing Johnson’s theme of paying respect to those that have come before.

The Kooyar (frog) is the family totem for Johnson and McHenry. It is connected within the bloodline of the story and sits firmly besides the ensemble of past and present Indigenous names who have represented Fremantle throughout the Club’s 30 years.

“We have all our past and present players with our totem there in the frog which is a big part of our life as well and our culture,” McHenry said.

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Drawn out processes, that ended with the best results.

32 'major jumper versions', over 20 front-of-jumper versions, four physical samples, numerous text & email chains, three lengthy in-person catchups, two variants of the jumper and one beautiful story of their family being told.

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A trip to Quairading, to show their Moort (family) the jumper.

The final stage of approvals was a visit to Quairading with the jumpers to show their Moort (family) and ensure their story is told adequately.

Johnson & McHenry's Moort (family) is represented on the jumper, by their Moyran (grandparents) getting married in Quairading, surrounded by their Koorlanka (children) - which can be found in the bottom of the jumper.

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Translating the jumper into additional merchandise pieces.

Once we have an approved jumper, we must translate the design onto different sized products for retail. This year, we chose a can cooler, Merino wool scarf, coffee mug, and grey marle hoodie.

Each product presents its own challenge.

For the mug and can cooler, it's about finding elements that effectively represent the jumper.

For the scarf, it's about transforming a rectangular jumper design into a tall, skinny scarf without ruining the approved storyline.

For the hoodie, the goal is to create an aesthetically pleasing piece that people can wear proudly in their day-to-day lives. Using the entire playing jumper design would be naive and impractical, so we separated the Moort (family) element.

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Launch, marketing and social media assets.

Sliders, stadium advertising, email marketing, and online identity—there's a lot to cover in an Indigenous campaign. A consistent look and feel across assets is integral for building awareness and maintaining constant visibility with our fans.

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Round 9: Euro-Yroke (St Kilda) v Walyalup (Fremantle)

Walyalup has ground out a 17-point win over Euro-Yroke, pulling away late despite another tough night in front of goal.

Walyalup kicked 9.18 (72) to Euro-Yroke's 8.7 (55), scoring an important win to keep touch with the top eight while ensuring the hosts' difficult year continues.

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Training in the Home Jumper before Friday's prime time clash.

Per tradition, before every home game, the players train in special jumpers to break them in, give fans a preview, and help boost sales.

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Round 10: Walyalup (Fremantle) v Collingwood // Home Game

Walyalup (Fremantle) and Collingwood have played out a draw at Optus Stadium on Friday night, with the Dockers’ 11.9 (75) tying the Magpies’ 10.15 (75).

After Bobby Hill’s snapping goal gave the Pies a game-high 25-point lead, the Dockers booted the last four goals of the contest — as well as a Jeremy Sharp behind in the final minute — to tie things up by the time the final siren sounded.

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