How to level the playing field
Are rugby brands doing enough to show equality in women’s and men’s rugby?
It’s crazy that in these times we’re still talking about this. From recent marketing blunders of the Irish rugby kit launch to the kickstart of the #IAmEnough movement, inequality in rugby should not be a contentious subject. It’s one game. For all.
Rugby often cites its values and sense of community that make it one of the greatest sports in the world, but there clearly is such a long way still to go until we level the playing field.
When creating W RUGBY, this was always at the forefront of our minds – build a rugby brand for women, men, juniors – everyone. But aside from just putting out hashtags which may not last, we wanted to get in touch with female rugby players and get their thoughts on where rugby brands are going wrong and what needs to be done. After all, we are creating this brand for you, so who better to ask than… you?
We speak to some top international rugby players and get their thoughts and insights.
Grace Hamilton // NSW Waratahs Back Row // Australia
The Aussie captain became Wallaroo’s player of the year last year and we were incredibly keen to get her thoughts on such an important matter and pick her brain as to what we should strive for. Her incredible on-field performances mirror her thought leadership skills off it and it shone when we spoke to her.
Let’s break down stereotypes
“I think the main thing is to show a feminine side in the male dominate arena. Showing support to all shapes and sizes of women to be shared and celebrated is a great avenue to show athletes.“
Alecs Donovan // Ospreys Centre // Wales
Alecs has been busy with her venture Yogability, a concept created specifically for enhancing athletic performance rather than chill out zen, but has given up some time to talk women’s rugby with us:
“I want a brand that gets me motivated to go out to play and train.”
We asked Alecs is she thinks that rugby brands cater to women players? “It’s better than it was – we’ve got a long way to go. I would like to see more rugby kit and accessories for women. The options are pretty poor compared to men’s at the moment.”
Amber Reed // Bristol Bears Centre // England
Bristol Bears and England star Amber encompasses our passion and thinking about the game.
Rugby is a game for all.
“I want to see a brand that’s equally for men’s and women’s rugby. We need brands to support grassroots rugby to increase participation and reduce drop out.”
Tova Derk // Wasps Wing // Sweden
Swedish Wasps winger Tova thinks it’s incredibly important for brands to promote women as well as men.
Men and Women Together.
“It really is a challenge finding good quality and professional looking items for women. Do I think rugby brands cater to women? Not at all. Sizes, fitting and design is not common across the board or targeting women directly. It’s usually the men’s items made into women’s sizes. The items that are made for women come in really weird colours and designs.”
Megan Gaffney // Heriots RFC Winger // Scotland
Self-confessed brownie connoisseur Megan says that rugby labels need to do more to entice new and younger players into the game.
A brand needs to represents every type of rugby player
“It needs to show young girls that it’s about what your body can do on the pitch that matters, not what it looks like. Using rugby players of different levels and abilities will help reinforce the message that rugby is for everyone.
Jade Konkel // Harlequins Back Row // Scotland
We don’t know what the broccoli is about either, but I guess Jade is definitely the role-model type if she’s telling you to eat your greens! And judging by her insights into the game, a role model for young rugby players is a fitting title for Jade.
“It would be really great to promote a mix of players who do a lot for the game.”
When asking Jade if brands look out for female players, she said “ Not as much as they could. It is hard to get recognition and be involved with many brands. This is something I hope to get better.”
Shaunagh Brown // Harlequins Prop // England
England and Harlequins star Shaunagh is an ex-firefighter! She clearly shows her aggression on the field but also fights for equality off the pitch with the same toughness. When we asked her about brands catering for women, the frustration of brands not thinking of women shone through…
It would be nice to look and feel good all the time when wearing kit.
“Boring. Samey. It would be nice to mix it up a bit”. Shaunagh pulling no punches when asked what she thinks about the current rugby brands on the market!
Anika Butler // Hamilton Hawks Rugby Club Outside Back // Australia
Versatile back Anika explained that brands should do more to include every player. Age, sex, body type; include everyone in our game.
Celebrate inclusivity
“I do not believe most of the top rugby brands cater to women despite the rapidly growing number of women’s rugby participation all over the world,” says Anika.
“A women’s rugby brand would be great; however, I don’t believe it needs to be specific to females. I would like to see a brand that is all inclusive and caters to women and men equally.”
