Sophie Hird Is Making Rugby Cool Again With New Creative Collab

As an official partner of the Women’s Rugby World Cup 2025, our Rugby Like Never Before campaign is dedicated to celebrating the players, fans, and communities who are redefining what the game looks like today. As part of this mission, we’ve collaborated with London-based fashion designer Sophie Hird and grassroots team Black Girls Ruck to reimagine the iconic rugby shirt.

Once a symbol of uniformity, the jersey has been transformed into a canvas for individuality and self-expression, brought to life through upcycled materials and inspired by the personal stories of the players themselves. Together, we’re shining a light on creativity, inclusivity, and the vibrant culture that surrounds rugby, both on and off the pitch.

Discover more about this unique collaboration and how we’re raising a glass to Rugby Like Never Before.