Unlike pickleball or pilates, rugby boasts one of the oldest histories in sport. But, where other fitness trends have attracted a cult female following with their effortlessly stylish image, the game has often struggled to detach itself from the stuffy, male-centric identity it has traditionally been associated with.

This year, Asahi Super Dry is shaking things up. Through its sponsorship of the Women’s Rugby World Cup 2025, the Japanese beer brand aims to champion overlooked female players, grassroots teams, and fanbases with its dedicated “Rugby Like Never Before” campaign outlining this mission. Continuing to push the movement beyond the pitch, Hypebeast joins Asahi Super Dry for a special creative collaboration with designer Sophie Hird.

Having established a career in upcycling deads

See Full Page