Asahi Super Dry spotlights style and culture in campaign for Women’s Rugby World Cup

Global – Asahi Super Dry has launched a bold new campaign film starring English rugby union player Ellie Kildunne, spotlighting the confidence, creativity and community driving the rise of women’s rugby.

Ahead of the Women’s Rugby World Cup 2025, the film forms part of the beer brand’s £2m ($2.7m, €2.3m) Rugby Like Never Before platform, which celebrates female rugby players.

Fronted by England star Kildunne and featuring real fan collectives such as Set Piece Social – a food and drinks venue in London dedicated to screening and celebrating women’s and non-binary sports – and rugby team Black Girls Ruck, the cinematic ad blends fashion, sport and subculture to reframe the game through a culture-first lens.

Set against a stylised, modern Japan-inspired backdrop – a nod to Asahi’s heritage – the film presents Kildunne as the embodiment of a new generation of unapologetic athletes reshaping rugby.

Beyond traditional match day moments, the campaign also includes pub partnerships, limited-edition retail packaging and activations with Hypebeast and SPORTbible to engage fans across multiple touchpoints.

Our Game-Changers: The Future of Sports Fandom predicted the rise of women’s sports beyond football as fertile ground for brands seeking meaningful engagement both on and off the field.