IN A NOD TO HISTORY, nine Melbourne greats have come together to lead the launch of Demon Spirit.

The campaign, which is set to feature across 2022 and beyond, honours the club’s rich past and speaks to all whose hearts beat true.

First embodied throughout Melbourne’s golden era of premiership success, the Demon Spirit encapsulates the trust, respect, unity and excellence among the club and supporters alike.

The contributions of years gone by are at its core, with modern-day triumph and the prospect of what lies ahead also celebrated.

Gathering on the iconic MCG, some of the club’s legends reunited to take part in a photoshoot, representing Melbourne’s journey between the 1964 and 2021 AFL premierships.

The special photograph features former Demons Ron Barassi Jr., Hassa Mann, Greg Wells, Stan Alves, Garry Lyon, Todd Viney, David Neitz and Nathan Jones, alongside reigning premiership captain Max Gawn.

The 1964 and 2021 premiership cups took pride of place – Barassi and Gawn hold their respective trophies – in the image captured by photographer Nicole Reed.

Illustrated is a mix of premiership players, club captains, Keith ‘Bluey’ Truscott Memorial Trophy winners, Hall of Fame inductees, Team of the Century members, Melbourne life members and club record holders – all who which embodied the Demon Spirit.

With representatives from each of the decades between the club’s last two premierships, the photo honours all Demons of old, and the many players who weren’t fortunate enough to achieve success but helped get the club to where it is today.

Reflecting on what the club and its history means to him, 226-gamer Lyon said he was incredibly proud to belong.

“Demon Spirit, for me, is evoked here at this ground, the MCG,” Lyon said.

“I always knew it was really strong, and through some tough times when we needed to come together as a Demon group we always would, but I’ve never seen anything like it now.

“There’s mutual love and appreciation for what is a famous, old, original footy club. It’s a symbiotic relationship between fans and playing groups and club.

"That’s not just because of the success. It’s more about being able to sit down and watch what it means for everyone else that has enjoyed the success.

“I’ve loved and appreciated every second of it.”

The recently retired Jones, who played 302 games in the red and blue, shared a similar sentiment and highlighted the strength of the Melbourne family.

“For me, it’s all about embracing the history,” Jones said.

“What we’ve been able to achieve in more recent times, being the ultimate success, has embraced this past.

And for Gawn, surrounded by many that built the foundations, it came back to respecting the game, each other and the jumper.

“Demon Spirit for mine is the way you play football,” Gawn said.

“It’s that competitiveness, that togetherness with your mates, but then also the way players like Jack Viney play football.

“It’s in and under, hard, contested. That’s what the modern-day Demon has become.”

Uniting a legion, the Demon Spirit campaign embraces the fire within Melbourne’s members, supporters, players, coaches and staff – all those who bleed red and blue.