Adidas Signs England Rugby Star Ellie Kildunne in Major Multi-Year Partnership: A Game-Changer for Women’s Rugby

In a landmark move that underscores the accelerating momentum in women’s rugby, global sportswear giant adidas has announced a multi-year partnership with England international Ellie Kildunne. The deal, revealed on May 19, 2026, positions the 26-year-old Harlequins and Red Roses star as a central figure in adidas’ expanding commitment to the women’s game, both on and off the pitch.

Kildunne joins an already formidable adidas rugby roster featuring stars like American powerhouse Ilona Maher, England teammate Jess Breach, New Zealand’s Jorja Miller, and France’s Manae Feleu. This alliance not only elevates Kildunne’s personal brand but signals adidas’ strategic push to invest deeply in female athletes, performance innovation, and cultural influence in a sport traditionally dominated by men.

 

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Born Ellie Tea Kildunne on September 8, 1999, in Yorkshire, England, Kildunne’s journey to rugby stardom is one of talent, determination, and rapid ascent. Standing at 1.76m and weighing around 68kg, she plays primarily as a centre or fullback, known for her blistering speed, clinical finishing, and ability to unlock defenses with elusive footwork.

Kildunne made her England debut at just 18 years old in 2017, scoring in a commanding victory over Canada. Since then, she has amassed over 57 caps (now closer to 62), scoring more than 235 points. Her career highlights include multiple Six Nations titles, including Grand Slams, and standout performances in Premiership Women’s Rugby (PWR) with clubs like Gloucester-Hartpury, Wasps, and now Harlequins.

The pinnacle came in 2025 when England triumphed at the Women’s Rugby World Cup. Kildunne scored the opening try in the final, helping secure victory for the Red Roses. That same year, she was runner-up for the BBC Sports Personality of the Year. In 2024, she was crowned World Rugby Women’s 15s Player of the Year, and she has also represented Great Britain in sevens, including Olympic qualification efforts.

Beyond the stats, Kildunne embodies the modern rugby player: athletic, media-savvy, and committed to growing the sport. She has spoken openly about her path, starting by playing with boys in Yorkshire and overcoming skepticism about women’s rugby. Her MBE in the 2026 New Year Honours further cements her status as a trailblazer.

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Central to the partnership is Kildunne’s on-pitch footwear: the adidas RS15 Avaglide, a women’s-specific rugby boot engineered around female anatomical needs. Kildunne has already worn the boot in key matches, including during her two-try performance in England’s World Cup-winning campaign.

The RS15 Avaglide represents a significant innovation. Launched in 2025, it addresses long-standing issues in rugby kit design, where women’s boots were often scaled-down men’s versions. Key features include a “Waterfall Heel” for better fit on narrower female heels, enhanced padding, lightweight construction for agility, and a synthetic forefoot optimized for soft ground. Priced around €160, it’s designed for elite and grassroots players alike.

Adidas developed the boot with input from female athletes, recognizing differences in biomechanics, foot shape, and playing styles. This focus on performance requirements—speed, agility, stability in contact—aligns perfectly with Kildunne’s dynamic, backline role.

Off the pitch, the partnership extends to lifestyle apparel, campaigns, and culture initiatives. Kildunne, a fan of adidas since childhood, highlighted the brand’s dual emphasis on rugby growth and style: “This partnership offers me an opportunity to express every facet of myself; not only are adidas championing the growth of rugby at all levels, but they are also at the center of style and culture.”

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Adidas’ rugby portfolio has strengthened notably in recent years. Ilona Maher, the US Olympic star and social media sensation, signed earlier and became the face of the Avaglide launch. Jess Breach brings English flair, while Jorja Miller and Manae Feleu add international depth from New Zealand and France.

This roster reflects adidas’ broader strategy. Historically strong in football and other codes, the brand is now prioritizing women’s rugby amid booming global interest. The 2025 Women’s World Cup drew record audiences, and professional leagues like PWR and new initiatives in the US are expanding opportunities.

Adidas has invested in grassroots programs, kit for national teams, and innovation like the Avaglide. By backing athletes who excel both athletically and as influencers, the brand aims to increase view, participation, and commercial viability for women’s rugby. Kildunne’s move from previous sponsor Canterbury marks a significant shift, underscoring adidas’ aggressive pursuit of top talent.

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This partnership arrives at a transformative time. Women’s rugby has grown exponentially: higher salaries, better facilities, and mainstream media coverage. Yet challenges remain—funding gaps, kit availability, and cultural barriers.

Adidas’ focus on women-specific products addresses a key pain point. For too long, female players dealt with ill-fitting gear that hindered performance and increased injury risk. The RS15 Avaglide sets a precedent, potentially pressuring other brands to innovate.

Kildunne’s role extends beyond boots. As a World Player of the Year and World Cup winner, she inspires the next generation. Her story—from Yorkshire clubs to global stardom—resonates with young girls dreaming of rugby careers. Partnerships like this provide platforms for advocacy, mentorship, and visibility.

Economically, the deal boosts the sport’s marketability. Stars like Kildunne and Maher blend elite performance with personal branding, attracting sponsors and fans outside traditional rugby circles. This “crossover appeal” is vital for sustainability.

@adidas robbers be aura farming now #elliekildunne #welcometothefam #rugby #womensrugby #adidas ♬ original sound – Morgath

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For Ellie Kildunne, the adidas partnership offers new opportunities: union product design, global campaigns, and resources to support her ambitions. With England eyeing continued dominance and club success at Harlequins, she remains at her peak.

The multi-year nature suggests long-term connection, potentially including signature collections or community programs. Kildunne has expressed excitement about impacting the game positively on and off the pitch.

For adidas, success hinges on delivering results—innovative products, increased sales in rugby categories, and elevated brand perception in women’s sports. Early indicators, including social media buzz around the announcement, are positive.

Industry-wide, this reinforces women’s rugby as a growth area. Other brands will likely follow suit, fostering healthy competition that benefits athletes.

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Despite progress, women’s rugby faces hurdles: unequal pay in some regions, injury management (particularly concussions), and balancing sevens and 15s formats. Kildunne’s experience in both highlights the demands on modern players.

Opportunities abound: expanding into new markets like the US, leveraging digital media, and integrating with Olympic cycles. Partnerships like adidas-Kildunne accelerate these by providing financial stability and inspirational narratives.

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Adidas’ multi-year partnership with Ellie Kildunne is more than a sponsorship—it’s a statement. It affirms the commercial and cultural value of women’s rugby while investing in performance tools tailored to female athletes. As Kildunne laces up her RS15 Avaglides for upcoming fixtures, she does so as a symbol of progress.

This collide promises thrilling on-pitch moments, stylish off-pitch campaigns, and tangible growth for the sport. For fans, players, and the broader rugby community, it’s an exciting chapter. The future of women’s rugby looks faster, bolder, and more inclusive—with three stripes leading the charge.