England women's national rugby union team, the Red Roses, debuted the world's first wearable report to bring attention to the gender gap in the sport. The five-piece collection designed by England full-back and 5022 brand founder Ellie Kildunne brings awareness to the issues with visibility of women’s ruby that persist. Using data from the Women’s Sports Trust, the collection shares graphic t-shirts and jerseys that share facts and statistics about women's rugby, and they include a scannable QR code that links to an infographic with additional details.
According to research, although the team has won six straight Six Nations titles, 63% of rugby union fans are unable to name a single member of the squad. One design from the first-ever wearable report brought to life by O2, Rugby Football Union and Women’s Sport Trust features a pitch and text that reads "Put our names on it."
Wearable Rugby Reports
England’s Red Roses' Apparel Draws Attention to the Gender Gap in Sports
Trend Themes
1. Wearable Data-driven Apparel - Clothing integrated with scannable QR codes offers an interactive experience that bridges fashion and information dissemination, enhancing audience engagement.
2. Sports Gender Equality Campaigns - Athlete-designed apparel that highlights gender disparities in sports shifts public perception and raises awareness through an everyday medium.
3. Athlete-driven Fashion Brands - Professional athletes launching their own brands create opportunities to merge personal identity with advocacy, offering a platform for social impact.
Industry Implications
1. Sports Apparel - Innovative athletic wear that combines performance with advocacy can tap into a growing market that values both functionality and message.
2. Digital Interactive Media - Integrating QR codes into physical products drives engagement by providing accessible, in-depth content and enhancing user interaction.
3. Women's Sports Advocacy - Focusing on campaigns that address gender gaps in sports can attract sponsors and organizations aiming to support and promote female athletes.