Japanese beer giant Asahi Super Dry has officially committed its support to the upcoming Women's Rugby World Cup, marking a significant move in its dedication to women's sports. This endorsement is underpinned by their compelling new campaign, dubbed \"Rugby Like Never Before,\" which seeks to redefine the traditional boundaries of the sport and celebrate its evolving landscape.
The campaign features a dynamic partnership with celebrated English Rugby international and Olympic athlete, Ellie Kildunne. Fresh from her victory in the Women's Six Nations, Kildunne, a leading figure in contemporary rugby, brings her expertise and her recently launched creative agency, 5022studios, to the forefront. Her involvement aims to infuse a more diverse and accepting spirit into a sport rich with history. Complementing Kildunne's star power, the campaign also spotlights Black Girls Ruck, a London-based team known for their advocacy in making rugby accessible to a wider demographic, including women, non-binary individuals, and people of color, through community-focused initiatives. Their combined efforts are visually represented in a vibrant display, featuring custom rugby attire set against a backdrop reminiscent of Asahi Super Dry's iconic branding.
This collaboration not only showcases Asahi Super Dry's commitment to sports but also champions a broader message of diversity and inclusion. By supporting events like the Women's Rugby World Cup and highlighting inclusive organizations, Asahi Super Dry is actively contributing to a more equitable and diverse sporting world. This forward-thinking approach fosters a positive environment, encouraging participation and engagement across all levels of the community, truly embodying the spirit of progress and unity within athletics.