Bluebella launches campaign featuring stars of the British women’s Olympic rugby team

Bluebella has launched a new campaign featuring the stars of the Great Britain Women’s Rugby Team at the Olympic Games.

With the Olympic Games set to begin in late July, Team GB Rugby Sevens players Jasmine Joyce, Celia Quansah and Ellie Boatman have teamed up with the lingerie brand for the #StrongIsBeautiful campaign, encouraging girls to take pride in their bodies and continue to play team sports.

To emphasise their point, the athletes posed in revealing lingerie for an impromptu training session on the fields of Richmond Rugby Club in south-west London.

More than half of high school girls (64%) drop out of all sports before the age of 16. For many girls, the reason for this is the insecurity about their bodies during puberty.

Ellie Boatman, 27, from Camberley, Surrey, said: “This Bluebella campaign aims to show girls how sport and fitness can really empower them, and how they can look toned and strong, whilst feeling feminine.”

CEO and Founder of Bluebella Emily Bendell said: “We need to change the perception that the strong female form is not ‘feminine’. The idea that strength and femininity don’t go together is a really damaging perception for the retention of women in sport, but also more broadly. We’re delighted that these three Team GB Rugby Sevens players are supporting #StrongIsBeautiful and helping to challenge attitudes that are sadly still all too prevalent.”

The #StrongIsBeautiful campaign is a campaign that Bluebella lingerie has been running for the past eight years to improve teenage girls’ attitudes towards their bodies and get them back into sports.

The London-based underwear brand previously worked with female athletes at the 2016 Rio Olympics, the 2021 Tokyo Games and last year’s Women’s World Cup.

The British women’s Rugby Sevens team are strong contenders for a medal at the Paris Olympics, having improved significantly after finishing fourth at the 2021 Games in Japan.