Sadia Kabeya Joins Forces with Barbie in Landmark Campaign

We are proud to confirm Sadia Kabeya’s partnership with Barbie, a collaboration that connects one of England’s leading athletes with one of the world’s most iconic brands.

The campaign celebrates strength, individuality and self-belief. It brings together a brand that has inspired generations of girls with a sport that demands power, skill and teamwork. Sadia, a two-time Grand Slam winner and England’s 2023 Player of the Year, is the perfect figure to lead this message forward.

Barbie x Red Roses is a bold statement. It shows that rugby is for every girl, in every size and every pair of boots. It’s culturally relevant, commercially smart and truly unique to the women’s game.

This is more than a campaign. It is a signal to the next generation that they belong in this sport.

We are proud to have brokered this partnership. Congratulations to Sadia and well done to the commercial team at ISC.