Launched in 2005 in Perpignan, just as rugby wear was making its debut, RUGBY DIVISION™ initiated in March 2010 a new era of its history. Drawing its inspiration from the world of rugby, its codes and values, RUGBY DIVISION™ is first and foremost a global, urban and off-beat brand. Breaking with the philosophy of brands already established in the rugbywear market, RUGBY DIVISION™ asserts its difference with a range that has a strong ethos and graphics, solid partnerships with rugby players and rugby-related projects such as sports events and support for associations.

Rugby as a metaphor for life…
The street as a backdrop for the battle ahead…
Values as weapons with which to win the match…
NO PAIN NO GAME!

Through this evocative slogan, RUGBY DIVISION™ reminds us that success and victory, on the pitch as in life, are frequently achieved only with a great deal of pain and effort. Fundamentally driven by the values espoused by the world of rugby, such as sharing, solidarity, combat, team spirit and respect, RUGBY DIVISION™ also derives its DNA and its philosophy from street & skate cultures and from music. No brand of rugbywear has attempted to make its mark on the street scene until now. On the other hand, no brand of streetwear has previously sought to encroach upon the sacrosanct universe of rugby… this is how RUGBY DIVISION™ asserts its uniqueness, positioning itself like an intruder from outer space on a rugby market currently in full (r)evolution.

RUGBY DIVISION™ is involved in supporting projects run by foundations and associations. Through its UNITE label, the brand seeks to pass on values, support initiatives and provide help for disadvantaged communities throughout the entire world. Since May 2010, RUGBY DIVISION™ has been supporting the development of rugby in Africa, in partnership with Nicolas Durand, who plays for Métro Racing Paris and his association AIDRA (International Association supporting the Development of Rugby in Africa).

Because RUGBY DIVISION™ wishes to lure consumers into its history, the brand makes it a point of honour to cause something of a stir and get involved in viral marketing campaigns, intended to share its values with the largest possible number of people. The mission of the RD EVENT unit is to showcase the brand and initiate events in order to guarantee maximum exposure. It is this deep commitment to action and to a system based on image and values that gives the brand its strength. First event scheduled: "DANS MA RUE" (In My Street), to be launched during summer 2011, which will mix skateboarding, BMX and freestyle Moto Cross with street culture (graffiti, breakdance, etc.) – and introducing a new discipline, street rugby, specially designed for the occasion.

Since its launch in 2005, the brand had offered an image-based collection, centred mainly around a line of T-shirts with striking graphic prints. Today, RUGBY DIVISION™ is planning a major strategic shift for summer 2011. It intends to offer an extended line, targeting men aged 15 to 35, with a range of 56 items, including T-shirts, hoodies, sweatshirts, polo shirts, short sleeved shirts, shorts and boardshorts. Although the collection clearly displays its rugby colours via incisive messages and slim fits, the graphics are highly street-inspired with fat prints and oversize logos. Currently distributed online via its website www.rugbydivision.com, the brand is also sold in some thirty retail outlets throughout France, in particular SPORT 2000 and a large number of multi-brand stores.

RUGBY DIVISION™ was founded in 2005 by Frédéric Cervellon. A former advertising manager at SPORT ECO, and ex-editor-in-chief of the urban culture magazine RADIKAL, Frédéric is also the founder of LA CREMERIE (a company specialising in silk-screen printing) and developer of marketing concepts via his company SOIXANTESIX CORPORATION; he is a jack-of-all trades who has poured all his passion and experience into RUGBY DIVISION™. In March 2010, Jean-Christophe Astruc (former director of the Network for IKKS, then France’s manager for TINTORETTO and president of RODIER DISTRIBUTION) joined him and took over the brand’s sales division. At the same period, 2 French professional rugbymen, Damien Chouly and Jérôme Porical also jointed the team, confirming the brand’s legitimacy in the rugby world. Jurgen van Zachten, founder of the design studio LOGOGRAFIX in Eindhoven, supervises the artistic direction.

PRESS CONTACTS:

RELATION PRESSE, RELATION PUBLIC
STEPHANE ROUAULT
Tel. +33 (0)6 9 59 33 23

Email: steph.rouault1@gmail.com

COMMERCIAL
PIERRE BENGOCHEA
Tel. +33 (0)6 63 11 69 21

Email: pierre@rugbydivision.com