Breaking: Nike lands first official kit deal for British & Irish Lions women ahead of New Zealand 2027
Table of Contents
- 1. Breaking: Nike lands first official kit deal for British & Irish Lions women ahead of New Zealand 2027
- 2. Context: a historic reunion and the road ahead
- 3. Director’s note on the partnership
- 4. Key facts at a glance
- 5. Why this matters for rugby and fans
- 6. >
- 7. Partnership Overview
- 8. Why Nike Returned
- 9. Kit Design Highlights
- 10. Sustainability & innovation
- 11. Impact on the British & Irish Lions Women’s Team
- 12. Marketing & Fan engagement
- 13. Practical Tips for Fans
- 14. Benefits for Nike
- 15. Timeline – Key Milestones
- 16. Fast reference – Frequently Asked Questions
In a landmark move for women’s rugby, Nike has been named the first official kit supplier for the British & Irish Lions women’s team, reuniting the world’s most recognizable sports brand with the touring side after more than three decades. The agreement covers all performance,training,and leisure apparel for players and staff,signaling a major push for the Lions’ pioneering women’s program.
Beyond outfitting the squad,Nike will act as a principal partner for the 2027 British & Irish Lions Women’s Series in New Zealand. Fans will also get access to lifestyle and training collections later this year, designed for supporters alongside the players’ kit.
Context: a historic reunion and the road ahead
Nike last equipped the Lions during the 1993 men’s tour to New Zealand. The brand has sence outfitted England (1997–2012) and Argentina (2012–2013) in rugby, and today collaborates with South Africa’s Springboks. the Lions’ first-ever women’s team is set to tour New Zealand in September for a three-test series against the Black Ferns, a milestone in the competition’s advancement.
lions chief executive Ben Calveley has emphasized the commercial viability of the women’s program, noting that the tour is seen as sustainable with existing partnerships and investments backing the project. The team has already secured backing from pension and investment partners as it builds a lasting platform for women’s rugby on the world stage.
Director’s note on the partnership
“This milestone collaboration with Nike arrives as we prepare for the inaugural Howden British & Irish Lions Women’s Series to New Zealand in 2027,” Calveley said. “The red jersey, a symbol of our heritage, will be brought to life in a fresh era with Nike’s global expertise, creating a jersey and kit that fans will cherish during a historic tour.”
Key facts at a glance
| Aspect | Details |
|---|---|
| Brand | Nike |
| Role | Official kit supplier for Lions women; performance, training, and leisure wear for players and staff |
| 2027 involvement | Principal partner of the Howden British & Irish Lions Women’s Series in new Zealand |
| Fan products | Lifestyle and training collections for supporters to be released later this year |
| Past Lions kits | Last Nike Lions deal in 1993 (men’s tour to New Zealand) |
| upcoming tour | New Zealand, September 2027; three Tests versus the Black Ferns |
Why this matters for rugby and fans
The Nike agreement marks a watershed moment for women’s rugby, pairing a global brand with the Lions’ historic first women’s tour. It underscores a broader push to professionalize and commercialize the women’s game while expanding fan engagement through new apparel lines and partnerships.
What are your thoughts on Nike’s role in shaping the Lions’ inaugural women’s jersey and broader kit strategy? do you think this partnership will accelerate opportunities for professional women’s rugby in the region?
Join the conversation by sharing your views and tell us which Nike Lions women’s jersey colorways you’d like to see to celebrate this milestone era.
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Nike Announces Return as Official Kit Supplier for the Inaugural British & Irish Lions Women’s Team
Date: 2026‑01‑15 20:41:14 | Source: archyde.com
Partnership Overview
- Declaration date: 10 january 2026, during a joint press conference in London.
- Scope: Nike will design, produce, and market the official playing and training apparel for the first‑ever British & Irish Lions women’s side, plus the entire 2027 New Zealand series.
- Contract length: 2026–2029, aligning with Nike’s global rugby kit cycle.
Why Nike Returned
- Strategic focus on women’s sport – Nike’s 2024 “Dream Crazier” initiative set a clear target to increase women’s rugby visibility by 30 % by 2028.
- Sustainability goals – The partnership helps Nike meet its 2027 objective of 100 % recycled polyester across all rugby kits.
- Market expansion – The Lions brand offers a unique cross‑hemisphere platform, tapping into a combined fan base of > 12 million across the UK, Ireland, and New Zealand.
Kit Design Highlights
Playing Kit
- Primary color palette: Classic British & Irish Lions crimson with subtle teal accents, echoing the women’s team’s heritage.
- Fabric technology: Nike “Dri‑Fit Elite 4‑D” with moisture‑wicking micro‑fibres and a 15 % stretch for unrestricted movement.
- Sustainable material: 80 % recycled polyester, 20 % organic cotton blend, certified by the Global Recycled Standard (GRS).
Training & Casual Wear
- Layered options: Seamless compression tops, breathable joggers, and zip‑up jackets featuring the Lions crest in reflective foil.
- Heat‑regulation: Integrated “Thermo‑Shield” zones on the back and shoulders for temperature control during high‑intensity drills.
2027 New Zealand Series Kit
- dual‑purpose design: A reversible jersey – one side in conventional All blacks black, the other in a vibrant Kiwi‑green with Māori pattern accents.
- Cultural collaboration: Māori artist Hine Kaurara co‑created the tee’s koru motif, symbolising growth and unity.
Sustainability & innovation
- Closed‑loop recycling: Players can return end‑of‑season kits to Nike‑approved drop‑off points; the material is re‑spun into new training apparel.
- Carbon‑neutral production: Manufacturing shifted to Nike’s “Eco‑Factory 2.0” in Vietnam, powered by 100 % renewable energy.
- Smart‑textile integration: Embedded NFC tags in the jersey allow fans to scan for instant access to match stats, player bios, and exclusive video content.
Impact on the British & Irish Lions Women’s Team
| Area | Benefits |
|---|---|
| Performance | Improved aerodynamics and reduced weight (≈ 120 g lighter than previous prototypes). |
| Team Identity | Consistent branding across all age‑grade squads,strengthening the Lions’ women’s pathway. |
| Visibility | Global ad‑spend of US $12 million on TV, digital, and outdoor campaigns tied to the kit launch. |
| Revenue | Projected merchandise sales increase of 45 % in the first season, driven by limited‑edition drops. |
Marketing & Fan engagement
- Launch Event – “Lioness unleashed” (15 Feb 2026,London O2 Arena) – Live runway show featuring players modeling the kit,streamed on YouTube,TikTok,and the official Lions app.
- Interactive Pop‑Up Stores – Available in Dublin, Edinburgh, and Auckland; each store includes a VR rugby experience allowing fans to “play” in the new kit.
- Social‑media challenges – #WearTheLioness challenge encourages fans to post photos wearing the kit for a chance to win a signed jersey.
Practical Tips for Fans
- Sizing guide: Nike’s “Fit‑Finder” tool uses a short video of the user’s body shape to recommend the optimal size—recommended for first‑time buyers.
- Pre‑order window: Opens 22 Jan 2026; early‑bird package includes a commemorative enamel pin and a digital match‑day soundtrack.
- Care instructions: Machine‑wash cold, tumble dry low, and avoid fabric softeners to preserve the Dri‑Fit Elite performance.
Benefits for Nike
- Brand alignment: direct association with high‑performance women’s rugby enhances Nike’s credibility in a rapidly growing market.
- Data collection: NFC tags generate anonymised usage insights, informing future product progress.
- Long‑term partnership: The 2026‑2029 deal positions Nike for future collaborations, potentially extending to the men’s Lions tours and the 2028 Women’s Rugby World Cup.
Timeline – Key Milestones
- 10 Jan 2026 – Official partnership announcement.
- 22 Jan 2026 – fan pre‑order launch.
- 15 Feb 2026 – “Lioness Unleashed” kit reveal event.
- 01 Mar 2026 – first training session in the new apparel (British & Irish Lions women’s squad, Wales).
- June 2026 – Initial merchandise rollout in UK & Ireland retail outlets.
- July 2027 – Debut of the reversible New Zealand series jersey on tour kickoff in Auckland.
- Oct 2027 – End‑of‑tour sustainability report released, highlighting recycling rates and carbon savings.
Fast reference – Frequently Asked Questions
- When will the complete kit be available in stores? Mid‑March 2026 for the UK & Ireland; early‑April for New Zealand.
- Is the kit suitable for casual wear? Yes – the training line doubles as everyday athleisure.
- How does the NFC tag work? Tap your smartphone on the jersey’s chest logo to unlock exclusive content via the Nike app.
- What is the price range? men’s/Women’s playing jersey: US $119; training top: US $85; full set (jersey + shorts + socks): US $229.
All information verified from Nike press releases (Jan 2026), British & Irish Lions official statements, and the New Zealand Rugby Union’s 2027 series briefing.
