Bluebella has launched a new campaign featuring the stars of the Team GB women’s Olympic rugby team.
With Paris 2024 starting at the end of July, Team GB Rugby Sevens players Jasmine Joyce, Celia Quansah and Ellie Boatman have teamed up with the underwear brand’s #StrongIsBeautiful campaign to encourage girls to take pride in their bodies and continue to play team sports. To emphasize their point, the athletes posed in body-hugging underwear during an impromptu training session on the pitch at Richmond Rugby Club in southwest London.
More than half of schoolgirls (64 percent) drop out of all sports before the age of 16, and for many girls, this is due to insecurity about their bodies during puberty. Bluebella CEO and founder Emily Bendell said: “We have to change the perception that the strong female form is not ‘feminine.’ The idea that strength and femininity do not go together is a really damaging perception for keeping women in sport but also more broadly. We are thrilled that these three Team GB Rugby Sevens players are supporting #StrongIsBeautiful and helping to challenge attitudes which are sadly still too prevalent.”
The London-based underwear brand previously worked with female athletes at the Rio Olympics in 2016, the Tokyo Games in 2021, and the Women’s FIFA World Cup last year.
