News Article


Introducing SQDAthletica

Introducing SQDAthletica
Unique new men’s lifestyle brand SQDAthletica has launched as a brotherhood with a focus on finding balance, refining style and inspiring men to be fit for life. Its core product range will include clothing, lifestyle accessories, eyewear and skincare - but it’s so much more than that!

On 17 October 2016, SQDAthletica launched its first retail store at Pacific Fair on the Gold Coast, along with its e-commerce store. A pop-up store launched at Carindale, Brisbane on 24 October and the SQDAthletica Studio will open in Light Street, Fortitude Valley from 28 October.

The retail spaces present men with a unique and exclusive retail experience that is tailored to them. Architecturally and aesthetically contemporary, they are havens for guys to hang out, with dedicated areas to chill, check out some mags and ever-changing content that will natively connect our product range with monthly hero stories that inspire.

The launch campaign, GoodTimesAhead represents a refreshing take on men’s community that is straight-up, honest and optimistic. The campaign is a big handshake hello introducing SQDAthletica and takes a holistic approach to inspiring men to be fit for life and ultimately finding balance. Watch the launch video here

SQDAthletica is owned by ASX-listed Vita Group (VTG). After extensive market research, Vita Group identified a gap in the market that is distinctly under-valued and not catered to.  The health and wellness market is growing, is relatively under-developed from a male perspective and is structurally attractive – hence the beginnings of SQDAthletica.  

This is an exciting move for Vita Group as this new brand leverages Vita’s core competencies in retailing and its proven track record in providing exceptional customer experiences.




Vita Group is a leading provider of brands that enhance people’s way of life. We are proven experts in delivering exceptional, personalised experiences and products that solve our customers’ current and future needs.

Careers at Vita GroupView All