Oxford Brookes launches new Sport & Active Wellness strategy, identity and Canterbury partnership
Oxford Brookes University has officially launched a new era for Brookes Sport & Active Wellness, unveiling a new strategy, visual identity and a new partnership with Canterbury as the clothing supplier.
The launch follows a landmark year for Brookes Sport & Active Wellness, which officially became a standalone Directorate within Oxford Brookes University, recognising the growing importance and impact of sport and active wellness across the institution.
At the centre of the new Sport & Active Wellness Strategy 2026–2029 is the clear vision: to make Oxford Brookes a place where sport and active wellness empowers every individual to move, succeed and belong, and where students and staff feel challenged, supported and inspired for lifelong participation.
The strategy sets out the Directorate’s long-term commitment to participation, wellbeing, performance sport, employability and inclusive community development under one shared direction and identity.
The launch marks the beginning of a wider transition that will continue throughout the summer ahead of the new academic year, with further updates planned across facilities, signage, communications, digital platforms, clothing and the wider sporting environment.
Move. Succeed. Belong.
This vision will be delivered through three core themes that will shape the future direction of Brookes Sport & Active Wellness:
Brookes Active
Creating inclusive and accessible opportunities that empower students and staff to discover their own path to being active, improve wellbeing and enjoy a healthy, active lifestyle.
Brookes Sport
Delivering engaging recreational, competitive and performance sport opportunities that help students find their sport, their team and their community.
Brookes Applied (Sport and Active Pathways)
Creating real-world sport and active wellness experiences, qualifications and pathways that support employability, professional development and future careers.
Together, these themes aim to strengthen participation, sporting experiences, wellbeing and applied learning opportunities across the University and wider community.
A New Identity
Alongside the launch of the strategy, Brookes Sport & Active Wellness has also unveiled a new visual identity inspired by Oxford Brookes University heritage and sporting culture.
The new logo incorporates an ox horn representing determination, resilience and a connection to the heritage of the city of Oxford, an oak leaf inspired by the University’s historic identity and leafy campus, symbolising growth, evolution and wellness, and a shield representing respect, honour and competition in sporting battle.
The new identity also retains the same “BROOKES” typography used across the Oxford Brookes University logo and previous Brookes Sport branding, helping maintain a clear connection to the University’s wider identity.
Partnership with Canterbury
Brookes Sport & Active Wellness has also announced a new partnership with Canterbury, marking the beginning of an exciting new relationship that will support the future development of teamwear, leisurewear, branding and the wider sporting experience at Brookes.
Looking Ahead
Further updates relating to teamwear, branding and the wider rollout of the new identity will be shared over the coming months ahead of the new academic year.
Sarah Humphreys, Director of Sport and Active Wellness, said:
“This strategy represents far more than a new logo or visual identity. It reflects the progress sport and active wellness has made at Oxford Brookes and the integral role it now plays across our University community.
Over the last year we have seen significant growth across both our sports clubs and active wellness offer, highlighting just how important sport, physical activity and community are to our students, staff and wider partners.Alongside our new partnership with Canterbury, this launch marks the beginning of an exciting new chapter for Brookes Sport and Active Wellness. This is just the start of a wider transition that will continue throughout the summer as we continue to strengthen the role sport and active wellness plays at Oxford Brookes.”