LUCKY STRIKE REFRESHING AND EXPANDING AMF CENTER BRAND

Lucky Strike Entertainment (NYSE: LUCK) has announced the launch of a refreshed identity for AMF (originally American Machine & Foundry). Rooted in AMF’s 126-year heritage, the rebrand positions the brand for the future and reflects its evolution into a modern bowling destination where families and communities come together for birthday parties, league nights and social outings.

According to the company, AMF today welcomes approximately 10.4 million guests annually across more than 80 locations nationwide.

With approximately 60 locations planned to transition to the AMF brand, Lucky Strike Entertainment said it is investing in the brand’s future while building on the foundation that made it an icon of the sport. AMF destinations will begin to transform with bold new visuals led by Department of Branding and Design (DoBad) that lean into the brand’s ownable red, complemented by supporting tones of varsity blue, heritage white and gold. The iconic shield logo will be updated with new lettering and bright red hues that will be reflected across digital and physical touchpoints. Consumers will be introduced to the new AMF brand platform, “A Classic Since Always,” which celebrates modern bowling experiences while preserving the familiar, dependable atmosphere guests expect. Altogether, the company said, these elements position AMF as a timeless neighborhood destination designed to be the top bowling hub in neighborhoods across the country.

Noted Thomas Shannon, founder and CEO of Lucky Strike Entertainment: “As we expand the AMF brand across the country, our focus remains the same — delivering great bowling experiences, supporting league play, and providing an affordable destination for families and communities.”

Guests will begin to see the new AMF brand across digital platforms, social media and select in-center materials, with additional updates rolling out over time. Future enhancements will include heritage walls showcasing memorabilia from AMF’s bowling legacy, along with nostalgic, varsity-inspired design elements such as swallowtail pennants and signage.