- The new jersey features a weave graphic design, inspired by the Black Ferns players and their multicultural backgrounds. The special jersey uses weave to represent the bond and sisterhood within the squad.
- Launching alongside the official jersey, is the first bespoke Black Ferns Rugby World Cup training collection available to fans. The collection is inspired by the sunrises found in New Zealand, connecting the players to home while competing overseas.
- The fan version of the official on-pitch jersey, and accompanying training collection, is available from today in selected retail stores and www.adidas.com/rugby.
Today, adidas reveals the official Black Ferns Women’s Rugby World Cup 2025TM kit, as the Black Ferns prepare to defend their title as World Champions.
Central to the new jersey is a weave design, selected by the players after discussions with adidas, as it represents the unbreakable bond and strength of people and cultures.
It is included in the on-pitch version of the jersey – only available to the players competing on the biggest stage – within the construction of a brand-new engineered performance fabric, to create a distinctive look and feel. The complementary fan version incorporates the same weave inspiration via an all-over debossed print, directly onto the jersey’s fabric.
Completing the design for both versions of the jersey - and incorporated following player feedback - is an updated all-white, fold-over collar, which has been constructed as part of a raglan sleeve structure, to allow more space for movement in the sternum and shoulder areas.
Another special addition to the on-pitch jersey is a refreshed take on the fern – a spiral shape inspired by the unfurling frond of a native New Zealand silver fern, which symbolizes strength, growth and new beginnings. Applied to the jersey’s side panels and back of the shorts, it represents both the Black Fern’s ambition to protect the unbreakable bond of sisterhood found within the team, as well as having a distinct functional benefit by providing a raised, 3D-printed texture that enables players to wipe excess moisture from their hands in key match moments.
Crafted with performance at the very core of the design, each member of the Black Ferns squad was body scanned to ensure the fit is adapted and supports the positional needs and demands of all players.
In such an important year for the Black Ferns, adidas teamed up with artist Teresa Murray from the New Zealand Māori Arts and Craft institute (Te Puia) to create a bespoke turapa panel that embodies the culture of the Black Ferns squad and a video which further illustrates the squad’s connection to the weave. The team’s continual pursuit of excellence, unbreakable bond as a sisterhood and the importance of the team as a collective are reflected via the Poutama, Kaokao and Niho Taniwha patterns chosen to create the bespoke piece of content. In the video, weave is represented in a number of other ways too, including wrist strapping, hair braiding and the linking of their arms.
Kerryn Foster, General Manager of adidas Specialist Sports, said: “The black jersey holds great significance to the people of New Zealand - and never more so than in a Rugby World Cup year. For this kit, our focus was on providing the Black Ferns squad with a performance-first kit ready for the demands of the game on the biggest stage, that also empowers and authentically represents the squad as a collective. Whether it’s the weave design, the return to a fold-over white collar or the sunrise-inspired training gear, this range has the Black Ferns input throughout and we can't wait to see them wearing it as they defend their title as World Champions later this year.
Ruahei Demant for the Black Ferns said: “Everyone knows the magnitude of this year for the squad as we head to England to defend our status as World Champions – it will be a hard-fought tournament from start to finish. The jersey is so important to New Zealand and to us as the players who get to wear it on the world stage. It represents the dedication you need to wear it, but also the dedication from our whanāu and friends to help us get here. To have the opportunity to be a part of the creative process was a special experience and I hope it resonates with our fans the way it does with us.”
Launching alongside the jersey is the first bespoke Rugby World Cup training range for the Black Ferns. Created using a vibrant purple, orange and yellow color palette to represent the sunrises of New Zealand – it acts as a comforting reminder of home, while the squad compete for their seventh title. Integrated in varying ways across each piece, the colorful range includes a performance t-shirt and singlet, gym shorts, tracksuit tops and bottoms and a hoody.
The fan version of the Black Ferns Women’s Rugby World Cup 2025 kit and associated training range is available to purchase today in men’s, women’s and youth sizes across selected retail stores and from www.adidas.com/rugby.
About adidas
adidas is a global leader in the sporting goods industry. Headquartered in Herzogenaurach/Germany, the company employs more than 62,000 people across the globe and generated sales of € 23.7 billion in 2024.
