As 2024 comes to a close, we take a moment to reflect on an incredible year filled with milestones, growth, and moments that have solidified SAMURAI’s position on the global rugby stage.
From sell-out collections and new partnerships to innovative content and meaningful collaborations, this year has been a testament to what SAMURAI stands for—excellence, passion, and community.
Here’s a look back at the moments that made this year unforgettable:
Archive Capsule Launch
Our iconic Archive Capsule collection reached new heights in 2024 with two bold new colourways added to the lineup.
Combining a modern streetwear approach with SAMURAI heritage, the first drop sold out within days, cementing their place as favourites among players, fans, and fashion enthusiasts alike.
Lakapi Samoa Partnership
June saw SAMURAI become the official kit supplier for Lakapi Samoa, creating bespoke designs that debuted at the Paris 2024 Olympic Games. These kits combine high-performance functionality with celebrating Samoa's cultural heritage and showcased our commitment to excellence on the global stage.
SAMURAI Ladies’ Day
To celebrate the growing presence of women in rugby, we hosted the inaugural SAMURAI Ladies’ Day with Leicester Tigers. This event brought together influential women from across the sport for a day of networking, celebration, and rugby at Mattioli Woods Welford Road.
A New Chapter: Kitlocker.com Partnership
This year, we partnered with Kitlocker.com, granting them the exclusive license for SAMURAI Teamwear in the UK and Ireland.
This collaboration allows SAMURAI to focus on growing our retail and professional offerings while ensuring the same exceptional service our teamwear customers expect. With Kitlocker.com’s expertise, this partnership marks an exciting new phase for SAMURAI Teamwear.
Elite Kit Launches
August was a standout month for SAMURAI as we collaborated with all our elite partners for their new kit launches.
From Hong Kong Football Club and Leicester Tigers to Exeter Chiefs, Cornish Pirates, and Doncaster Knights, each campaign reflected the unique identity and heritage of the clubs.
Tackling the Stigma
In collaboration with LooseHeadz and Exeter Chiefs, we launched Tackling the Stigma, a candid discussion about mental health in rugby. Featuring players Olly Woodburn and Stu Townsend, this powerful content piece highlighted the importance of mental fitness and opened up meaningful conversations within the rugby community.
Rugby Training Collection
This autumn, we launched the Rugby Training Collection, designed for players and enthusiasts alike.
Featuring professional-grade jerseys, shorts, and outerwear, this collection brought SAMURAI’s renowned quality to amateur players, with many pieces selling out within weeks of launch.
TikTok Collaboration: A First for Rugby
2024 saw SAMURAI become the first rugby brand in the world to launch on TikTok Shop, combining live shopping with engaging content to reach new audiences.
With over 2 million views and 230k likes in just 30 days of launching, the platform allows us to connect directly with fans and bring our products to life in a fresh, interactive way. Attracting a younger rugby fanbase.
Welcoming New Partners to the SAMURAI Family
SAMURAI added to its portfolio of elite clubs in signing multi-year partnerships with notable domestic and international rugby unions including Gibraltar, Saudi Arabia Rugby Federation and Doncaster Knights.
Emirates Dubai 7s
For the third year running, December saw SAMURAI partnered with the Emirates Dubai 7s, creating exclusive merchandise that captured the energy and vibrancy of the iconic festival which saw a 27% increase in revenue YOY.
Every achievement this year has been made possible by our incredible teams, partners, and supporters. Thank you for being part of the SAMURAI journey—here’s to an even bigger 2025.
PUSH FORWARD.
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