The first ever wearable report aims to bring awareness to and close the gender gap in rugby
The past few years have undeniably marked a new era for women's sports. From the Lionesses' heart-racing final at the FIFA Women's World Cup in Australia and their Euro 2022 win to day three of the Solheim Cup becoming the most-watched women's sports event on PAY-TV in 2023, and even the recent Olympic and Paralympic Games where gold medals were won by Keely Hodgkinson, Bryony Page, Kadeena Cox, and Dame Sarah Storey—to name just a few.
And with a big tournament coming up next year for England's Red Roses Rugby team, the hype is only set to grow.
But the team, in collaboration with O2, Rugby Football Union (RFU) and Women’s Sport Trust (WST) have decided to grab the bull by the horns and has released the first-ever wearable report that aims to bring awareness of the gender gap in the sport, as well as boosting the publics knowledge and love for the England team.
The five-piece collection was curated and designed by the team's full-back and Olympian Ellie Kildunne and her creative platform 5022 which she founded to further support women in sport.
'I was approached by the RFU and O2, and they'd put a Women in Sports report together with Women's Sports Trust, which is a nonprofit report, and they approached me as, a player, but also understood that I had 5022, as a brand, to have that creativity, to help market the game a slightly different way, and just to express that creativity through different avenues,' Ellie told Women's Health.
Consisting of printed t-shirts and a hero rugby style jersey (very trendy) made from 100 per cent cotton, the collection may look simple enough but emblazoned across the pieces are key stats from the report and calls to support the team further, cleverly marked towards a younger demographic to further grow their already blooming fanbase.
The collection also set out to increase player visibility and show their fans they are so much more than what meets the eye.
'I think that when the fans know as more a little bit as people, it makes them more inclined to want to connect and follow us more and support us as a team and as individuals,' said Katie Buchanan.
Shockingly, although the Red Roses have won the past six consecutive Guinness Women’s Six Nations tournaments, 63% of rugby union fans aren’t yet able to name a player on England’s women’s team.
'I think it's bigger than sport as well. I think women sometimes have a hard time, finding spaces in the world. So I think it's a good opportunity to show that you could be whoever you want to be. You don't have to be put into certain boxes.
So beyond adding one of these covetable pieces to your wardrobe, how can you as a fan help to support women's sport and rugby?
'Continue to support, [tell] a friend, bring a friend of yours to a match, just anything to continue to support us as players and people,' said Sarah Burn. 'The buy-in to women for rugby itself has been really great so far as well, so I think just continue to show up, share a post if you can, and get to a game!'
You can purchase a ticket to watch the Red Roses upcoming match against New Zealand (the Black Ferns) on Saturday 14th September at Allianz Stadium, Twickenham now.
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