Wilkinson Sword Women’s Rugby World Cup 2025

I’m really proud to share the creative work developed for Wilkinson Sword’s latest campaign, celebrating the Women’s Rugby World Cup 2025. The goal was to capture the energy and excitement of this incredible event while giving shoppers a chance to win tickets to the final at Twickenham, plus some spending money to enjoy the day in style.

I designed key campaign assets across Boots and Tesco, crafting a visual language that connects Wilkinson Sword’s precision and reliability with the skill and passion of women’s rugby. For Boots, this meant creating a clean, user-friendly digital look for the microsite where shoppers enter by uploading their receipts. At Tesco, I developed eye-catching in-store POS across floor stickers, shelf barkers, and hanging flags that not only grabbed attention but clearly communicated the text-to-win offer. Balancing brand consistency with a sporty, dynamic feel was a rewarding challenge, and seeing those assets come to life in store and online really brought the campaign to life.

The campaign runs from May through early July, giving plenty of time for Wilkinson Sword fans to engage and hopefully win. It’s been a fantastic project that blends sport, shopping, and smart design and I can’t wait to see the impact it makes as the Women’s Rugby World Cup kicks off later this year.