Lions Switch Shirts to Nike
The British & Irish Lions have this morning confirmed a landmark new partnership with Nike, appointing the global sportswear brand as Official Sports Apparel Partner and exclusive kit supplier to the first-ever Lions Women’s Team ahead of the historic 2027 Tour to New Zealand.
Under the new agreement, Nike will also become a Principal Partner of the Howden British & Irish Lions Women’s Series 2027, placing one of world sport’s most recognisable brands at the heart of a defining moment in the evolution of the Lions.
Nike will provide all performance, training and leisure apparel for the Lions Women’s squad and official touring party during the 2027 tour. Supporter lifestyle and training collections will be released later this year, allowing fans to engage early with what is expected to be one of the most culturally and commercially significant launches in women’s rugby.
The partnership also reconnects Nike with the Lions for the first time since the 1993 men’s tour to New Zealand, when it became the first logo on the jersey other than the badge in 95 years. Adidas followed for the 1997, 2001, 2009, and 2013 tours, and then Canterbury took over in 2017 after a first outing in 2005.
Few shirts in world sport carry the same heritage as the famous red jersey, which for decades has symbolised excellence, unity and rarity, worn only by those selected to tour once every four years.
The individual kits became synonymous with some of the most iconic moments in Lions history, deeply embedding the brand at that time into the team’s visual identity.
The Lions and Nike are working in close collaboration on all design elements of the match kit, training and leisurewear ranges, with a shared ambition to blend cutting-edge performance innovation with a deep respect for tradition.
That balance between heritage and progression is especially important as the Lions prepare to introduce a women’s jersey for the first time. The inaugural Lions Women’s shirt will carry the same red colourway and emblematic significance as the men’s version, extending the Lions identity into a new chapter while maintaining continuity with the past.
Beyond elite performance, Nike will also become a Principal Partner of the Lions Origins Clubs and Schools programme, alongside Howden.
The initiative plays a vital role in grassroots rugby development across the UK and Ireland, supporting young players at the community level and reinforcing the Lions’ connection to the pathways that have historically produced its greatest players.
The partnership reflects Nike’s broader strategic commitment to women’s sport, and positions the Lions Women’s Series as a flagship property within that global portfolio. Together, both organisations have emphasised their intention to inspire fans worldwide and contribute to sustained momentum in the women’s game.
Commenting on the announcement, Ben Calveley, CEO of The British & Irish Lions, described the deal as a defining moment. “We are delighted to confirm this milestone partnership with Nike as we prepare for the inaugural Howden British & Irish Lions Women’s Series to New Zealand in 2027,” he said.
“The creation of the first ever Lions Women’s jersey represents a hugely significant moment in our history. The famous red jersey is embedded in our DNA, and working with Nike, one of the world’s leading sports brands, to develop the kit that will be worn in New Zealand will be incredibly special.”
The inaugural match jersey will be unveiled in 2027 and will feature Royal London as the front-of-shirt partner. Nike x Lions apparel will be available via the Lions Rugby Store from January 2026, with further ranges launching later in the year.
Sport for Business Perspective
The Lions jersey has always been more than a kit; it is a commercial and cultural asset built on scarcity, heritage and global recognition. By entrusting that legacy to Nike at the moment of the first Lions Women’s team, the organisation is making a clear statement of intent.
This is a top-tier market entry backed by global scale, innovation and storytelling power. The move illustrates how women’s sport is now being positioned at the centre of premium partnerships.
Image Credit: British and Irish Lions and Nike
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