The recent surge in women’s sports over the past few years has been nothing short of revolutionary. From the Lionesses’ thrilling clash at the FIFA Women’s World Cup in Australia to their historic Euro 2022 victory, women’s sports are witnessing unprecedented attention. The Solheim Cup’s record-breaking viewership on PAY-TV in 2023 and the awe-inspiring triumphs of athletes like Keely Hodgkinson, Bryony Page, Kadeena Cox, and Dame Sarah Storey at the Olympics and Paralympics emphasize this shifting landscape.
As England’s Red Roses Rugby team gears up for a major tournament next year, momentum is on their side. Amplifying this excitement, a collaboration between the team, O2, the Rugby Football Union (RFU), and the Women’s Sport Trust (WST) has led to the release of the inaugural wearable report. This groundbreaking initiative aims to address the gender gap in rugby while simultaneously bolstering public support and knowledge of the England women’s team.
The collection, a five-piece ensemble, was meticulously designed by the team’s full-back and Olympian Ellie Kildunne through her creative platform, 5022. This endeavor not only marks a significant step in promoting women’s rugby but also showcases Kildunne’s commitment to blending sports with creative expression.
“I was approached by the RFU and O2 to help with the Women in Sports report they developed alongside Women’s Sports Trust. As both a player and the founder of 5022, I was excited to bring my creativity to the campaign to market the game differently and express its essence through various creative avenues,” Ellie shared with Women’s Health.
The collection features printed t-shirts and a hero rugby-style jersey, all crafted from 100% cotton. Despite their simplicity, these pieces are emblazoned with critical statistics from the report and calls to action, strategically aimed at engaging a younger audience to further expand the team’s fanbase. The initiative also strives to enhance player visibility, revealing the multifaceted personalities behind the athletes.
Katie Buchanan expressed the importance of this connection, stating, “I think when fans get to know us a little better as people, they’re more inclined to connect, follow, and support us both as a team and as individuals.” Despite the Red Roses’ impressive record of winning the past six consecutive Guinness Women’s Six Nations tournaments, a staggering 63% of rugby union fans still cannot name a single player from England’s women’s team.
Highlighting the broader mission, Buchanan added, “It’s bigger than sport. Women face challenges in finding their place in the world. This collection is an opportunity to show that you can be whoever you want to be, without being confined to certain boxes.”
To support women’s sports and rugby, fans are encouraged to actively engage with the team. “Keep supporting, bring a friend to a match, share a post, and attend games. The support for women’s rugby has been fantastic, and continuing to show up makes a huge difference,” said Sarah Burn.
Fans can join the Red Roses for their upcoming match against the New Zealand team, the Black Ferns, on Saturday, September 14th, at Allianz Stadium, Twickenham.
This wearable report and collection serve as a catalytic force in bridging the gender gap in rugby while fostering a deeper connection between players and fans, ultimately propelling women’s sports into a new era of recognition and respect.