Melbourne Demons pre-game casual outfits, endorsement deals, will other clubs follow? AFLPA probe into Tom De Koning injury, Fremantle’s injury list, fitness coach, latest news

Melbourne’s NBA-inspired inspired innovation was brought in to allow players to show more personality. But designers have wasted no time to try and capitalise on marketing opportunities.

Plus the AFLPA’s enquiry into Tom De Koning’s internal injury, and the secret weapon to Fremantle’s unprecedented injury run.

In and Under delves into footy’s hottest topics, with insights from behind the scenes.

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DEES’ ‘TUNNEL FITS’ COULD LEAD TO ENDORSEMENT OPPORTUNITIES

Melbourne’s move to wear stylish pre-game outfits could lead to stars earning more lucrative marketing opportunities.

It’s understood there’s been approaches from designers to Demons superstar Kysaiah Pickett about potential interest in wearing their clothes to games, though no financial offers were made.

Melbourne is the only team that’s permanently ditched the traditional club polos for stylish looks before games this season.

Former Demons CEO Paul Guerra, who was sacked in April, was the brain’s trust behind the idea. It was inspired by the NBA players’ ‘tunnel fits’ to allow players to show more personality and embrace match-day entertainment.

The NBA’s pre-game tunnel walks have led to multimillion-dollar marketing platforms and seen stars secure lucrative endorsement deals.

For example, NBA icon LeBron James has a lifetime contract with Nike, which is estimated to be worth over $1 billion. James also has major partnerships with high-end fashion brands including Lous Vuitton.

As for AFL players, the top endorsement earners like Nick Daicos and Marcus Bontempelli would make hundreds of thousands from their collection of deals.

Melbourne had to get club sponsors on board its new game-day look in one of the most obvious roadblocks, but has still incorporated commercial partners into the fashion movement on social media.

Demons players also aren’t allowed to wear any major competing brands to their sponsors, which include New Balance.

So will rival clubs follow Melbourne’s lead?

The Giants have explored the innovation but say it’s no longer on their radar.

GWS looked into being the first team to don non-club themed outfits last year.

They got approval from commercials partners and put it to the leadership group. Though it drew mixed views from players.

Conversations at the Giants sparked up again this year, but it’s not on the agenda anymore. 

Other teams say they’ve discussed it, but suggested there’s been mixed messaging from the AFL on whether they’re allowed to and that the Dees are seen as something of a trial case.

However, an AFL spokesperson contacted says the league supports Melbourne’s concept, as it stands, and encouraged other teams to get involved.

The self-professed “old fashioned” view from some clubs is to protect and prioritise sponsors. Even though there’s also an acknowledgment that it could boost awareness of those sponsors by getting more eyeballs.

It’s understood Fremantle has plans to adopt what the Western Bulldogs did earlier this month and wear retro apparel in the Dockers’ Round 23 game against Adelaide.

AFLPA’S ENQUIRY INTO TDK INJURY

The AFL Players’ Association has ticked off the handling of Saints star Tom De Koning returning to the field with serious internal injuries that saw him end up in hospital.

The players’ union sought clarity on why De Koning was allowed to return to St Kilda’s loss to the Western Bulldogs on Sunday after the ruckman was assessed following a hit in the second quarter.

He only briefly went back into the game, before being taken to hospital via ambulance and getting diagnosed with two fractured ribs and a punctured lung.

The players’ association was simply doing its usual due diligence — not conducting an official investigation — to get a better understanding of why De Koning was deemed fit to return to action.

But in talks with De Koning, his management, St Kilda and the AFL, there were no concerns raised with how the matter was handled.

It’s common practice for the players’ union to follow up on relevant incidents — not just injuries — such as Nasiah Wanganeen-Milera’s middle-finger gesture and Jy Simpkin’s social media post on Paul Curtis’ suspension.

There was more complexity with the AFLPA and AFL probe into ex-Demon Christian Petracca’s severe injuries, including a lacerated spleen, cracked ribs and a punctured lung, that he re-entered the 2024 King’s Birthday game with.

The Saints see De Koning’s setback similar to Jack Macrae’s internal injury last year that saw the midfielder miss two AFL matches with a punctured lung.

Though it’s the second time in as many years De Koning has suffered a collapsed lung. His 2024 home and away season with Carlton was cut short by the same injury in a game he also sustained a foot fracture.

De Koning’s injury was part of a horror run of setbacks for St Kilda in Sunday’s loss to the Dogs including Jack Sinclair’s potential season-ending calf issue and Rowan Marshall’s shoulder complaint.

But the club is hopeful Marshall will be available to play after its bye against Essendon in Round 17.

FREO’S SECRET WEAPON IN UNPRECEDENTED INJURY RUN

Meet the secret weapon to the ladder-leading Dockers’ unprecedented clean bill of health.

The impact of Adam Beard, Fremantle’s new director of performance this season, has been lauded internally amid the full-strength club’s surge to flag favouritism.

Justin Longmuir had his entire 44-player squad to choose from this weekend, with Sam Sturt (knee/quad) expected to be available.

Sturt was the only Docker on the club’s injury list this week, but barring any setbacks, he’s likely to play limited game time at reserve level.

Beard was promoted to the role of Fremantle’s top fitness boss last October after three seasons at the club, following Phil Merriman’s move to West Coast.

The Dockers also appointed Nick Lumley as their new head of strength and conditioning.

Beard has bought a wealth of experience from working for major sporting teams around the world including in the MLB and NFL.

There’s been a big focus on Fremantle players getting bigger and more powerful after a summer of personal bests in the gym.

As well as the conditioning of players and their recovery, with the two West Australian teams travelling the most in 2026, and intense pre-game warm ups.

The new fitness regime has been helped by Fremantle’s rising core being in the prime age bracket of 22 to 25, allowing them to go to the next level of lifting and taking on more weight.

The Dockers’ clean injury run has been in such good health that 2025 first-round draftee Adam Sweid was sent down to Peel Thunder’s reserves side last weekend among five AFL-listed players.

That’s because Fremantle’s WAFL affiliate is only allowed to field a maximum of 15 AFL-listed players.

With Sturt expected to return, it means the Peel Thunder reserves are set to have six AFL-listed Dockers this weekend.

Like Fremantle, Peel Thunder also sits on top of the WAFL ladder.