Classic Sportswear Unveils ‘Super Wāhine’ to Elevate Aupiki Competition

Classic Sportswear has launched “Super Wāhine,” a major branding and engagement campaign designed to place Super Rugby Aupiki athletes and their jerseys at the forefront of the New Zealand sporting landscape.

As the official outfitter for the 2026 season, Classic is leveraging the initiative to address visibility gaps in the women’s game, positioning the jersey as a premium symbol of mana, identity, and regional pride.

This year’s draw, confirmed to kick off on 13 June, features an extended six-round format and the introduction of the “All In” festival round at Pukekohe.

For Classic, the investment is a prerequisite to capitalise on the surging commercial trajectory of women’s rugby in Aotearoa, following the record-breaking success of recent global tournaments.

Strategic Visual Identity and Athlete Focus

“Super Wāhine”, derived from the Māori word for women and strength, utilises high-impact, premium photography to reframe the Aupiki elite.

The campaign features a hero athlete from each of the four clubs:

• Blues Women: Represented as the defending back-to-back champions.
• Chiefs Manawa: Consistently featured as top-tier contenders.
• Hurricanes Poua: Strengthened by elite international signings for 2026.
• Matatū: Symbolising the pride of the South Island.

By featuring three additional players from each region, Classic aims to showcase the depth of talent within the 118-player pool named for the 2026 season.

The campaign positions the 2026 kit not merely as high-performance apparel but as “the armour of the Aupiki elite,” designed to foster a deeper emotional connection with fans.

Commercial and Structural Alignment

The “Super Wāhine” launch is timed to coincide with a new three-year Partnership Agreement between New Zealand Rugby and the Rugby Players Association.

This agreement introduces a new contracting model for Super Rugby Aupiki, increasing investment in player retention and welfare.

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