Charles Tyrwhitt Unveils New Lions Campaign External
Matt Dawson, Sam Warburton, Jamie Heaslip and Gregor Townsend announced as the faces of the brand’s latest campaign, celebrating unity, style and all things Lions
©Charles Tyrwhitt
Charles Tyrwhitt Unveils Lions Campaign Starring Rugby Greats as Official Menswear Partner of the British & Irish Lions
With anticipation building for the 2025 British & Irish Lions Tour, Charles Tyrwhitt proudly unveils its latest campaign starring four iconic names in Lions history, heroing their Lions collection as the of?cial menswear partner of the British & Irish Lions.
Matt Dawson, Sam Warburton, Jamie Heaslip and Gregor Townsend take centre stage in this dynamic campaign that captures the essence of the Lions: four unions, one team, united by legacy. This campaign shows how these rugby greats continue to channel the same ambition, discipline, and camaraderie that de?ned their careers, showing that the impact of the Lions goes far beyond the ?nal whistle as it evolves and continues to inspire.
In a series of compelling discussions and behind-the-scenes moments, the campaign offers a rare glimpse into the highs and lows of their respective Lions tours - the memories, the mentors, and their expectations for the class of 2025.
Dressed head-to-toe in Charles Tyrwhitt, each ambassador proudly sports the new Lions collection, designed to give Lions fans a smart casual way to show their support. Whether cheering on the team from the stands in a signature polo or toasting from a pub back home in a heritage-inspired jersey shirt, there’s something for every supporter.
This range features Pique Polo Shirts with the iconic Lions badge, High-Performance Zip Neck Knitwear and Gilets showcasing a bold heraldic lion motif, and soft Jersey Shirts for a smart-casual look. Completing the collection are thoughtfully designed accessories, including ties, pocket squares, and boxer shorts, each incorporating subtle nods to rugby tradition. Available online and in selected stores.
Beyond the campaign, Charles Tyrwhitt is bringing the Lions closer to its customers with two exclusive events in London. On the 24th June, in partnership with rugby's mental health charity, LooseHeadz and The Good, The Bad & The Rugby, the brand will host a live podcast with former Lions players and Charles Tyrwhitt Ambassadors following the Dublin test - a rare opportunity to hear untold tour stories, relive iconic moments, and engage with the legends in an intimate setting, complete with complimentary food and drinks in one of London’s most iconic venues. All proceeds from the event will go to LooseHeadz. Limited tickets will be made available soon via Charles Tyrwhitt’s Instagram account
Charles Tyrwhitt will also welcome fans to ‘An Evening with Lions Legends’ at their Jermyn Street store, featuring a Q&A session with Lions legends Matt Dawson, Will Greenwood and Austin Healey. Expect exclusive predictions, entertaining anecdotes, and a chance to rub shoulders with Lions legends. Limited tickets available via Eventbrite here.
As the countdown to Australia 2025 continues, this partnership allows Charles Tyrwhitt access into the current 2025 touring squad camp, where they will be able to provide behind the curtain access into the camp and players. Stay tuned on the brand's socials for more.
Joe Irons, Chief Sales and Marketing Of?cer at Charles Tyrwhitt, comments: “It’s been incredible to be part of the Lions journey - from the squad announcement last month to now launching our latest campaign. Having four legendary Lions ambassadors, whose tours span so much of Lions history, together in one room has been iconic. Beyond that, we’re very proud to be bringing the Lions even closer to our customers, through a number of events and unforgettable experiences.”
