When Asahi Super Dry set out to make the Women’s Rugby World Cup 2025 bigger than sport with a campaign blending culture, fashion, and community, they needed a face who embodied that fearless energy.

Enter Ellie Kildunne, World Rugby Women’s Player of the Year, who became the star ambassador of Asahi’s Rugby Like Never Before campaign.

The Campaign

Ellie wasn’t just on the billboards—she was at the heart of it. She officially opened The Asahi Open Arms in Shoreditch, a flagship pub that turned into a buzzing hub of screenings, Q&As, and community events. Beyond London, nearly 1,000 pubs pledged to screen the tournament, bringing women’s rugby into everyday spaces and connecting fans nationwide.

The campaign stretched from limited-edition packaging with QR-code prizes (match tickets, merch, rugby balls) to media partnerships with SPORTbible, Hypebeast, and the RWC podcast. Ellie’s bold imagery and authentic voice elevated visibility and ensured Asahi’s identity (stylish, premium, and culturally switched-on) came through loud and clear.

The End Result

Huge coverage, fan buzz, and a cultural shift that made women’s rugby part of lifestyle and hospitality was just the start. For Asahi, Ellie didn’t just front a campaign—she built a movement, showing how sport can unite communities in style.

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