Lucky Strike Entertainment Unveils Brand Refresh for AMF, Honoring an American Classic Families Have Always Loved
A Classic Since Always™ – From Revolutionary Pinsetters to Everyday Family Traditions
Lucky Strike Entertainment (NYSE:LUCK) today announced the launch of a refreshed identity for AMF (American Machine & Foundry), one of the most iconic names in American bowling. 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.
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AMF's refreshed shield logo marks a new chapter for an American classic.
Founded in 1900 as American Machine & Foundry, AMF helped shape modern bowling through innovations, including the automatic pinsetter and the world's first automatic scoring system. Over the decades, the brand played a significant role in expanding bowling's popularity across the United States and around the world, helping establish it as one of America's most participated-in sports. Today, AMF remains a cornerstone of that legacy, welcoming 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 is investing in the brand's future while building on the foundation that made it an icon of the sport.
The AMF rebrand reflects Lucky Strike Entertainment’s vision to reintroduce AMF as a welcoming "house" with a refreshed identity that still honors the beloved sport. Rooted in AMF’s heritage, 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, these elements position AMF as a timeless neighborhood destination designed to be the top bowling hub in neighborhoods across the country.
"This is more than a brand refresh. It's an investment in the future of AMF," said Thomas Shannon, Founder and CEO of Lucky Strike Entertainment. "We are building on the strength of an iconic brand and positioning it for long-term growth. 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. While the look evolves, Lucky Strike Entertainment remains committed to AMF's high-quality lanes, welcoming atmosphere, and experiences that bring people together, including leagues, open play, youth programs, family celebrations, and premier PBA Tour events such as the Tournament of Champions and AMF PBA World Championships. AMF also continues to offer affordable, value-driven birthday party options, with packages like Family Unlimited and the All Star Package designed to make celebrations easy, convenient, and accessible for families.
As AMF enters its next chapter, Lucky Strike Entertainment remains focused on elevating the traditional neighborhood bowling center, rooted in heritage, shaped by the local community, and designed to create moments of connection for generations to come.
For more information on AMF and AMF locations near you, please visit AMF.com and follow AMF on Instagram, and Facebook.
About Lucky Strike Entertainment
Lucky Strike Entertainment is one of the world's premier location-based entertainment platforms. With over 360 locations across North America, Lucky Strike Entertainment provides experiential offerings in bowling, amusements, water parks, and family entertainment centers. The company also owns the Professional Bowlers Association, the major league of bowling and a growing media property that boasts millions of fans around the globe. For more information on Lucky Strike Entertainment, please visit LuckyStrikeEnt.com.
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