First Ever
Privacy Policy
Our privacy commitment
First Ever Pty Ltd (ACN 619 010 258) (‘First Ever’, ‘we’, ‘us’ and ‘our’) operates a number of online retail and custom apparel businesses in Australia and New Zealand, including (each a ‘Site’ and together our ‘Sites’):
• the official NBL Store at nblstore.com.au, the licensed retail store for the National Basketball League and its teams;
• FE Custom at fecustom.com, our custom team uniform and apparel business;
• Champion Teamwear at championteamwear.com.au, our custom sports uniform and apparel business operated under licence from the Champion brand owner; and
• the official online stores for the Brisbane Bullets (store.brisbanebullets.com.au), Melbourne United (shop.melbourneutd.com.au), New Zealand Breakers (shop.nzbreakers.basketball) and Tasmania JackJumpers (shop.jackjumpers.com.au), each operated by First Ever under licence from the NBL and the relevant club.
We are committed to protecting the privacy of your personal information. This Privacy Policy explains how we collect, hold, use and disclose personal information across all of our Sites, and how to contact us if you have any queries about our management of your personal information. This Privacy Policy does not cover personal information collected or held about our employees and contractors.
We handle personal information in accordance with the Australian Privacy Principles (APPs) in the Privacy Act 1988 (Cth) (Privacy Act), which regulate how personal information may be collected, held, used, disclosed and stored, and how individuals may access and correct personal information held about them. We also handle personal information consistently with the Spam Act 2003 (Cth) and the Do Not Call Register Act 2006 (Cth).
For our customers in New Zealand, we also handle personal information in accordance with the Privacy Act 2020 (NZ) and the information privacy principles set out in that Act.
We may change this Privacy Policy from time to time by publishing the updated version on our Sites. We encourage you to check our Sites periodically so that you are aware of the current version. The current version will be posted on each Site.
If you have any questions regarding this Privacy Policy, or would like a hard copy of this Policy, please contact us using the details below.
What is personal information?
‘Personal information’ has the meaning given in the Privacy Act. Broadly, it is any information or opinion, in any form and whether true or not, about an identified individual or an individual who is reasonably identifiable. Examples include an individual’s name, address, contact number, email address and date of birth.
‘Sensitive information’ is a sub-category of personal information that includes information about an individual’s health, racial or ethnic origin, religious beliefs and membership of a professional or trade association. We only collect sensitive information with your consent or where collection is required or authorised by law.
How does First Ever collect and hold your personal information?
We will only collect personal information about you by lawful and fair means. It is our usual practice to collect personal information directly from you (or from your authorised representative), for example when:
• you browse, register an account, log in, save items or place an order on any of our Sites;
• you make a purchase from us (whether online, by telephone, by email, in person at a pop-up, market or event, or through any of our third party retail channels);
• you request a quote, submit a design brief or place a custom team order (including team rosters, player names, numbers, sizes and uploaded artwork) through FE Custom or Champion Teamwear;
• you sign up to our mailing list, marketing communications, VIB Rewards loyalty program, gift card program, competitions or promotions (including via our Sites, in-store QR codes, third party platforms or printed sign-up cards);
• you contact our Customer Care or Customer Service team by telephone, email, online (including through the contact and enquiry forms on any of our Sites), social media or live chat;
• you complete a customer survey, product review, feedback form, competition entry or warranty claim;
• you attend, take part in or interact with us at an NBL game, pop-up, market, expo, sponsor activation or other event; or
• you communicate with us through correspondence, chats, email, social media or other online platforms.
Sometimes we collect personal information about customers or potential customers from third parties or publicly available sources, including from marketing and similar lists legally acquired by us, our related entities (including Brand Collective Pty Ltd and PAS International Brands Pty Ltd), our commercial and licensing partners (including the National Basketball League and its clubs, and Authentic Brands Group LLC as the licensor of the Champion brand), our payment providers, fraud screening providers, social media platforms, analytics platforms, event organisers, club or team officials placing orders on behalf of their members, or your authorised representative.
If you provide us with personal information about another person (for example a family member, a teammate, a player on a team you are ordering uniforms for, or a gift recipient), please make sure that you have their consent to do so and that you tell them about this Privacy Policy.
What kinds of personal information does First Ever collect and hold?
The kinds of personal information that we collect and hold about you will depend on the circumstances of collection and your interactions with us.
For example, if you place an order, we will collect your name, contact details, delivery address, payment information and any other information required to process and deliver your order. If you place a custom team uniform order through FE Custom or Champion Teamwear, we will also collect information about the individuals on your team (such as names, numbers and sizes) and any custom artwork or designs you upload. If you deal with us in some other capacity (for example, as a stockist, supplier, licensor or stakeholder), we may collect your name, contact details and any other information you choose to provide to us.
In general, we may collect the following personal information from you:
• name;
• delivery, billing or street address;
• email address;
• telephone number and other contact details;
• date of birth and gender (where you choose to provide them, for example when you join VIB Rewards or sign up for marketing);
• account login credentials, including username and password (held in encrypted form);
• payment information (which is generally collected and processed by our PCI DSS compliant payment service providers, including Shopify Payments, PayPal, Afterpay, Apple Pay, Google Pay and Shop Pay, and which we do not store in full – we do not retain your full credit card number or CVV);
• order, transaction and delivery history, returns and refunds, warranty claims, and customer service interactions;
• team, club and player information you provide for custom orders (including names, numbers, sizes, team affiliations and uploaded artwork or designs);
• preferences, interests, sizes and favourites (including favourite teams, players and product preferences);
• VIB Rewards member information, including points balance, tier, redemption history and other loyalty program activity;
• marketing preferences (including the channels through which you have agreed to receive marketing from us);
• user-generated content, such as product reviews, ratings and competition entries you submit;
• your device ID, device type, geo-location information, computer and connection information, statistics on page views, traffic to and from the Sites, advertising and remarketing data, IP address and standard web log information;
• any additional information relating to you that you provide to us directly through our Sites, our apps, social media or our customer service channels, or indirectly through other websites, social media platforms or accounts from which you permit us to collect information; and
• any other personal information that may be required in order to facilitate your dealings with us.
If you provide your personal information to a third party (for example, a third party retailer, marketplace, social media platform or licensing partner), that information is also collected and managed by those third parties. You should familiarise yourself with their privacy policy before deciding whether you wish to provide them with your information.
How does First Ever use your personal information?
We use your personal information for the following purposes:
• to process, manufacture, service and deliver your order (including custom uniform orders) and to manage returns, exchanges, warranty claims and refunds;
• to process payments, deposits, gift card transactions and refunds;
• to create and administer your customer account, including resetting passwords and verifying your identity;
• to administer the VIB Rewards loyalty program and any competitions, promotions, gift card programs or other offers you participate in;
• to respond to your enquiries, feedback, complaints and customer service requests;
• to operate, maintain, secure, personalise and improve our Sites, products, services and customer experience;
• to send you direct marketing communications about First Ever, FE Custom, the NBL Store, Champion Teamwear, the NBL and its clubs, the Champion brand, and related products, offers, events and promotions, in accordance with the Spam Act 2003 (Cth) and the Privacy Act (see further under ‘Direct marketing’ below);
• to conduct market research, customer analytics, profiling and reporting (including measuring the effectiveness of our marketing and advertising);
• to comply with our legal and regulatory obligations (including under consumer law, tax law and anti-money laundering laws);
• to investigate, prevent and detect fraud, chargebacks, payment disputes, theft or other unlawful activity in connection with our Sites or our business; and
• for any other purposes notified to you at the time of collection or otherwise required or authorised by law.
If you do not provide us with the personal information we request, we may be unable to process your order, deliver your products, register or operate your customer account, enrol you in or service the VIB Rewards program, send you the marketing communications you have requested, or otherwise deal with you.
We may also use your personal information for other purposes required or authorised by or under law, including purposes for which you have provided your consent. That consent may be written, verbal or implied from your conduct.
Sharing across our Sites
Each of our Sites (including the NBL Store, FE Custom, Champion Teamwear and the Brisbane Bullets, Melbourne United, New Zealand Breakers and Tasmania JackJumpers club stores) is operated by First Ever Pty Ltd. Your personal information is held by First Ever and shared across all of our Sites so that we can:
• recognise you when you visit, log in, place an order or contact us through any of our Sites;
• maintain a single profile of your account, order history, preferences, returns history and customer service interactions;
• provide a consistent customer experience across our Sites; and
• send you marketing communications about all of our Sites.
When you provide personal information to one of our Sites (for example, by creating an account or placing an order on nblstore.com.au, fecustom.com or championteamwear.com.au, or on one of the Brisbane Bullets, Melbourne United, New Zealand Breakers or Tasmania JackJumpers club stores), you acknowledge that your information may be used and disclosed by First Ever for the purposes set out in this Privacy Policy in connection with any of our Sites.
Disclosure to the NBL and NBL clubs
The NBL Store at nblstore.com.au, and the official online stores for the Brisbane Bullets, Melbourne United, New Zealand Breakers and Tasmania JackJumpers, are operated by First Ever under licence from National Basketball League Pty Ltd (NBL) and the relevant club. Where you place an order at, register an account with, sign up for marketing from, or otherwise interact with the NBL Store or one of those NBL club stores, we may share your personal information with the NBL and (where relevant) the NBL club whose product you have purchased, whose store you have used, or whose communications you have signed up to receive, so that the NBL and its clubs can:
• send you communications, news, offers, events, ticketing and direct marketing about the NBL, NBL clubs, players, competitions and partners;
• operate the NBL’s and clubs’ own fan engagement, membership, ticketing and loyalty programs; and
• conduct market research, customer analytics and reporting in relation to the NBL’s fans, members and customers.
The NBL and its clubs will handle your personal information in accordance with their own privacy policies (available at nbl.com.au and the relevant club websites). You can opt out of receiving marketing communications from the NBL or its clubs at any time using the unsubscribe details in those communications, or by contacting the NBL or the relevant club directly.
Disclosure to Champion brand partners
Champion Teamwear at championteamwear.com.au is operated by First Ever, with PAS International Brands Pty Ltd (Brand Collective) as the Australian licensee of the Champion brand under licence from Authentic Brands Group LLC (ABG), the global owner and licensor of the Champion brand. Where you place an order at, register an account with, sign up for marketing from, or otherwise interact with Champion Teamwear, or where you purchase Champion-branded merchandise through any of our other Sites, we may share your personal information with Brand Collective and ABG so that they can:
• exercise their rights and obligations as brand owner and licensee, including monitoring brand use, product quality, authenticity and compliance with licensing requirements;
• conduct market research, customer analytics and brand reporting; and
• (where you have agreed) send you marketing communications about Champion-branded products, offers, events and promotions.
ABG is located in the United States, which means your personal information may be disclosed to, accessed from, or stored in the United States in connection with the Champion brand. Brand Collective and ABG will each handle your personal information in accordance with their own privacy policies (available at brandcollective.com.au and authenticbrandsgroup.com respectively). You can opt out of receiving marketing communications from Brand Collective or ABG at any time using the unsubscribe details in those communications or by contacting them directly.
Brand Collective may, in the future, sell or otherwise transfer some or all of our Champion business, operations or assets to a third party, whether due to the termination or transfer of the Champion license, by merger or acquisition, in bankruptcy, or in relation to another transaction under which a third party assumes control of all or part of the Champion business. Your personal information may be disclosed to any potential or actual third-party transferees or acquirers, and may be among those assets transferred.
In what other circumstances will First Ever disclose your personal information?
In the course of conducting our business and providing our products and services to you, we may also disclose your personal information to third parties. We may disclose your personal information to, where appropriate:
• our employees, contractors and agents (on a need-to-know basis);
• our related entities within the LK Group, the Brand Collective group of companies and our other related bodies corporate;
• our contracted service providers, including:
◦ e-commerce platform providers and developers (including Shopify and its sub-processors);
◦ payment systems, payment gateway, fraud screening, buy-now-pay-later and financial service providers (including Shopify Payments, PayPal, Afterpay, Apple Pay, Google Pay, Shop Pay and the card schemes);
◦ delivery, freight, logistics and fulfilment providers (including Australia Post, StarTrack and our other carriers);
◦ custom apparel, manufacturing, printing, sublimation and embellishment providers used to produce your order (including for FE Custom and Champion Teamwear orders);
◦ customer relationship management, marketing automation, loyalty program, review, SMS and email distribution platforms;
◦ analytics, advertising, retargeting and personalisation providers (including Google, Meta and TikTok);
◦ customer service, live chat, telephony and contact centre providers;
◦ information technology, data hosting, cloud storage and cyber-security service providers;
◦ professional advisers (including legal, accounting and audit advisers);
◦ market research and analytics providers; and
◦ organisations authorised by First Ever to conduct sales, promotional, research or marketing activities;
• our licensors, sub-licensees and commercial partners (including the NBL and its clubs, PAS International Brands Pty Ltd and Authentic Brands Group LLC (the licensor of the Champion brand), each as set out under the headings above, and any other sporting bodies, clubs, leagues, brands, athletes or licensors whose products you have purchased, whose store you have used or whose communications you have signed up to receive);
• any person interested in purchasing our business or assets, or in connection with a corporate restructure or sale;
• specific third parties you have agreed we may disclose your personal information to;
• law enforcement agencies, regulators or government authorities, where required or authorised by law; and
• any persons acting on your behalf, including those persons nominated by you, your executors, trustees and legal representatives.
We may disclose your personal information to third parties for other purposes required or authorised by or under law, including purposes for which you have provided your consent. That consent may be written, verbal or implied from your conduct.
In all circumstances where your personal information is disclosed, we will take all steps reasonable in the circumstances to ensure that these third parties handle your personal information in accordance with the APPs.
Overseas disclosure
Some of our service providers, related entities and commercial partners (including our e-commerce platform, payment processors, marketing automation and analytics tools, data hosting and cloud storage providers, and Authentic Brands Group LLC as the US-based licensor of the Champion brand) are located, or may store data, outside Australia. This means your personal information may be disclosed to, or accessed from, recipients in countries including the United States, Canada, the United Kingdom, member states of the European Union, Singapore, the Philippines, India, New Zealand, and other countries in which our service providers, related entities and partners operate from time to time. Before disclosing personal information overseas, we take reasonable steps to ensure that the overseas recipient does not breach the APPs, including by way of contractual protections. We remain accountable to you under the Privacy Act for the handling of your personal information by overseas recipients to whom we disclose it, except in limited circumstances permitted by the Privacy Act
Direct marketing
We, our related entities (including Brand Collective Pty Ltd and PAS International Brands Pty Ltd) and our commercial and licensing partners (including the NBL and its clubs, and Authentic Brands Group LLC in connection with the Champion brand) may send you direct marketing communications and information about our Sites, our products, services and offers. These communications may take the form of email, SMS, push notifications, mail, telephone calls, in-app messages, social media or other forms of communication, in accordance with the Spam Act 2003 (Cth), the Do Not Call Register Act 2006 (Cth) and the Privacy Act.
Because we operate the NBL Store, FE Custom, Champion Teamwear and the Brisbane Bullets, Melbourne United, New Zealand Breakers and Tasmania JackJumpers club stores as part of a single business, when you subscribe to our marketing communications or sign up for our VIB Rewards or other loyalty programs at any one of our Sites, your subscription will cover marketing communications about all of our Sites.
You may opt out of receiving direct marketing communications from us at any time by:
• using the unsubscribe facility in any marketing email we send to you;
• replying ‘STOP’ to any marketing SMS;
• changing your marketing preferences in your customer account on the relevant Site; or
• contacting us using the details set out below.
Opting out of marketing will not affect transactional or operational communications, such as order confirmations, shipping notifications, returns and refunds, warranty claims, VIB Rewards program statements, or responses to your enquiries.
Using our websites and cookies
We may collect personal information about you when you use and access our Sites (including fecustom.com, nblstore.com.au, championteamwear.com.au and the Brisbane Bullets, Melbourne United, New Zealand Breakers and Tasmania JackJumpers club store websites) and any associated apps.
While we do not use browsing information alone to identify you personally, we may record certain information about your use of our Sites, such as which pages you visit, the products you view or add to cart, the time and date of your visit, and the internet protocol (IP) address assigned to your device.
We may also use ‘cookies’ or other similar tracking technologies on our Sites, including for analytics, advertising and retargeting purposes (such as Google Analytics, Google Ads, Meta Pixel, TikTok Pixel and Shopify’s own analytics and personalisation tools). Cookies are small files that store information on your device. They enable the entity that put the cookie on your device to recognise you across different websites, services, devices and/or browsing sessions. You can disable cookies through your internet browser settings, but our Sites may not work as intended for you if you do so.
We use the following broad categories of cookies on our Sites:
• Site functionality cookies – these cookies allow you to navigate our Sites and use our features (such as ‘Add to Bag’, ‘Add to Wishlist’ and the custom design tools on FE Custom);
• Site analytics cookies – these cookies allow us to measure and analyse how our customers use our Sites, to improve their functionality and your shopping experience;
• Customer preference cookies – these cookies remember your preferences (like your language, location and saved bag), so we can make your shopping experience as seamless as possible; and
• Targeting and advertising cookies – these cookies are used to deliver marketing and advertising materials that are relevant to you, to limit the number of times you see an ad and to help us measure the effectiveness of our marketing campaigns.
We may also use ‘conversion APIs’ and similar server-side technologies to share limited information (such as your email address in hashed form) with advertising platforms for measurement and audience-matching purposes. To opt out, please use the controls in your browser, on the relevant advertising platform, or contact us using the details below.
We may also use cookies to collect data that may include personal information. For example, where a cookie is linked to your account, it will be considered personal information under the Privacy Act. We will handle any personal information collected by cookies in the same way that we handle all other personal information as described in this Privacy Policy.
Security
We may hold your personal information in either electronic or hard copy form. We take reasonable steps to protect your personal information from misuse, interference and loss, as well as unauthorised access, modification or disclosure, and we use physical, administrative, personnel and technical measures (including restricting access to personal information on a need-to-know basis, securing our systems against unauthorised computer access, and securely destroying personal information when it is no longer needed) to protect your personal information.
To further secure your credit card details, we do not retain your full credit card number or security code (CVV) – these are handled by our PCI DSS compliant payment service providers. However, no method of transmission or storage over the internet is completely secure, and we cannot guarantee the absolute security of your personal information.
Retention of your personal information
We hold your personal information for only as long as is reasonably required for the purposes for which it was collected, or as otherwise required or authorised by law (including to comply with our taxation, consumer law, anti-money laundering and product liability obligations). We will take reasonable steps to destroy or de-identify personal information when we no longer require it.
Links
Our Sites may contain links to websites operated by third parties (including the NBL, the NBL clubs, Brand Collective, Authentic Brands Group, the Champion brand websites, payment providers, social media platforms and advertising partners). Those links are provided for convenience and may not remain current or be maintained. Unless expressly stated otherwise, we are not responsible for the privacy practices of, or any content on, those linked websites, and have no control over or rights in those linked websites. The privacy policies that apply to those other websites may differ substantially from this Privacy Policy, so we encourage individuals to read them before using those websites.
Accessing or correcting your personal information
You can access the personal information we hold about you by contacting us using the details below, or in many cases by logging into your customer account on the relevant Site. Sometimes, we may not be able to provide you with access to all of your personal information and, where this is the case, we will tell you why in writing. We may also need to verify your identity when you request your personal information.
If you think that any personal information we hold about you is inaccurate, out of date, incomplete, irrelevant or misleading, please contact us and we will take reasonable steps to ensure that it is corrected.
Making a complaint
If you think we have breached the Privacy Act, or you wish to make a complaint about the way we have handled your personal information, you can contact us using the details set out below. Please include your name, email address and/or telephone number and clearly describe your complaint. We will acknowledge your complaint and respond to you regarding your complaint within a reasonable period of time (and in any event within 30 days).
If you are not satisfied with our response, you may refer your complaint to the Office of the Australian Information Commissioner (OAIC):
Office of the Australian Information Commissioner
GPO Box 5288, Sydney NSW 2001
Phone: 1300 363 992
Website: www.oaic.gov.au
How to contact us
If you:
• have queries, concerns or complaints about the manner in which your personal information has been collected or handled by First Ever or any of our Sites;
• would like to request a hard copy of this Privacy Policy or discuss any issues relating to this Policy or privacy matters generally; or
• would like to request access to or correction of the personal information we hold about you,
please contact:
• First Ever Pty Ltd
• Email: support@firstever.com
• Postal address: 25 Howard St, Richmond VIC 3121
Last updated – 21 May 2026