INDUSTRY:
SPORTS MERCHANDISE
CLIENT:
RUGBY WORLD CUP
YEAR:
2025
MEDIUM:
APPAREL GRAPHICS
about.
After a heavy rebrand, Rugby World Cup set their sights on the 2025 edition of the tournament as a major turning point for women's rugby. At Fanatics, we recognised this and looked to push forward some more creative-led apparel to match their bold new branding. One of those collections was briefed in looking to celebrate the host cities of the 2025 Women's Rugby World Cup.
process.
This was a really exciting project for me, with full creative freedom and a set of illustrations that I felt could go in a lot of different directions. The base design needed to work across all cities but still leave room for each one to feel unique. I pulled inspiration from the modern graphic tee aesthetic, especially styles from brands like Carhartt WIP and Club 1984. That editorial trend helped shape the layout, giving it structure and letting the key elements stand out.
outcome.
The final outcome was a range of tees and hoodies that had enough variety to reflect each city while still feeling consistent as a full collection. I aimed to tie the colour choices back to each location in a subtle way, creating a connection between the product and its audience. To bring in a bit of streetwear influence, I used both left and right chest prints - an approach that’s become more common in the space and one that helped give the designs a balanced, wearable feel.
