Hawthorn Announce JAGGAD AFLW Apparel Partnership

Hawthorn has officially unveiled premium activewear brand JAGGAD as its new AFLW apparel partner.

In a move that distinguishes the Hawks within the league, Hawthorn becomes the first and only club in the AFL to secure specific, separate apparel partners for its AFL and AFLW programs. The multi-year deal will see JAGGAD provide the club’s on-field match kits and an extensive off-field lifestyle range.

JAGGAD is co-owned by former AFL star Chris Judd and Steven Greene, a former Hawthorn player and the son of Hawks Hall of Famer Russell Greene.

Commenting on the partnership, JAGGAD CEO, Steve Greene, said: “Hawthorn has always been a huge part of my life, so partnering with the AFLW program feels incredibly meaningful.”

“What makes this partnership special is that it goes beyond traditional sponsorship — it’s about genuinely supporting the players,” Greene said.

Hawthorn chief commercial officer, Jo Gilbert, highlighted the “upside” of launching a custom apparel range specifically tailored for the AFLW program.

“We are proud to be the first Club in the AFL to launch a custom apparel range for its AFLW program,” Gilbert said.”

Beyond the physical garments, JAGGAD will be integrated across the club’s digital marketing platforms and premium hospitality offerings, ensuring high visibility throughout the 2026 NAB AFLW season,” Gilbert said.

The collaboration includes a unique “JAGGAD x HFC” lifestyle range, designed to bridge the gap between high-performance athletic wear and everyday fan fashion. 

With the first drop of supporter wear already available at HawksNest and JAGGAD’s digital storefront, the club has confirmed that the next phase of off-field apparel will be released in May.

This phased rollout is designed to build momentum ahead of the 2026 season, positioning Hawthorn at the forefront of the intersection between professional women’s sport and lifestyle branding.

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