Peachy Den and Adidas spotlight the enduring power of female sporting legends

UK – British fashion label Peachy Den has teamed up with global sportswear giant Adidas to re-imagine the bold spirit of 1980s and 1990s football kits, drawing inspiration from old-school varsity aesthetics and terrace culture.

At the heart of the campaign is the short film Legends Never Retire, starring Gill Sayell, a Lioness who represented England at the 1971 Women’s World Cup. Casting Sayell reinforces the collaboration’s focus on heritage, individuality and strength, positioning her as a living embodiment of the values the collection seeks to channel. For Peachy Den, this is a cultural statement that connects past and present, showing how legacy can be a driver of both identity and innovation.

The partnership reflects a wider movement identified in our Women’s Sports Economy report, where female founders, athletes and pioneers are reshaping the landscape of sport. By spotlighting under‑recognised legends, Peachy Den and Adidas underline the growing cultural and commercial momentum of women’s sports, which is increasingly shaping consumer identities and industry strategies alike.