Perth Wildcats

Culture & Brand Transformation

When a powerhouse club faces a pivotal challenge, how do you lead them into a new era.

The Perth Wildcats have reached a pivotal moment:
- New private owner - a West Australian local
- New CEO 
- New players
- New staff 
- And, no championship titles since 2020

The ingredients for a new era were all there, but to truly step forward, the club needed more than change—it needed alignment.

We helped the Wildcats redefine their identity from the inside out—aligning culture, strategy, and brand to set the club up for long-term success. From shaping new values and behaviours that unite players, staff, and fans to rolling out a bold brand strategy, identity, and go-to-market campaign, we built a foundation that ensures the Wildcats don’t just play at the elite level—they live and breathe it on and off the court and become their ambition to be a global lifestyle brand that is bigger than basketball.

Note: Stay tuned to Hum’s LinkedIn for live updates as all the above work launches throughout 2025.