Female-founded teamwear brand expands beyond netball with a clear mission to lead women’s sport.
Flyhawk, the female-founded sportswear brand dedicated to women and girls, announces the launch of its new Women’s Sports campaign, marking a major milestone as the brand celebrates five years of championing female athletes and enters a new phase of growth.
Founded in 2020 to address the lack of performance-led sportswear designed specifically for women and girls, Flyhawk has rapidly established itself as a leading force in netball. Now, five years on, the brand is expanding across additional women’s team sports while remaining firmly focused on one clear goal: to become the number one teamwear brand for women and girls.
Challenging the Status Quo in Women’s Teamwear
After more than a decade of experience working in the sportswear industry, Flyhawk’s founders identified a persistent gap in the market. Female athletes – particularly in team sports – were routinely expected to compete in unisex or resized men’s kit, often compromising fit, comfort and performance.
Flyhawk was created to challenge this norm. Launching into the netball market in January 2021, the brand quickly gained recognition from elite athletes and clubs for its female-specific design, technical innovation and uncompromising commitment to performance.
From Netball Roots to Industry Recognition
Flyhawk’s rapid rise has been driven by high-profile partnerships across the netball pathway. In 2021, London Pulse (a dynamic professional netball team in the elite Netball Super League (NSL) reigning champions of the 2025 NSL Grand Final, they’re renowned for their powerful performance pathway that nurtures the next generation of netball stars) signed a multi-year partnership with Flyhawk, appointing the brand as its official sportswear partner across on-court kit, off-court apparel and fan merchandise. This partnership continues to flourish with a recent flagship renewal which will take the partnership into 2028.
In 2023, Flyhawk expanded its reach with the Choice Beats Tradition campaign, supporting inclusive teams and partnering with the England Men’s and Mixed Netball Association – reinforcing the brand’s presence from grassroots to the elite level.
Flyhawk’s athlete ambassador roster includes some of the sport’s most respected names, past and present, including Imogen Allison, Halimat Adio, Natalie Metcalf, Serena Guthrie MBE, Stacey Francis-Bayman and James Thomson-Boston just to mention a few, reflecting the brand’s commitment to excellence, representation and innovation.
Expanding Commitment to Women and Girls in Sport Flyhawk is extending its expertise beyond netball into additional women’s sports, while significantly strengthening its presence within the education and sport participation sector across the UK. The brand is focused on ensuring girls experience high-quality, performance-led kit designed specifically for them from their very first involvement in sport.
Flyhawk’s expansion is underpinned by continued investment in research, design and collaboration with educators, coaches and athletes. This approach ensures every product supports comfort, confidence and performance at every stage – from school sport to elite competition.
Founder Stephanie Essex explains: “Our roots will always be in netball, but it became clear that the problems we set out to solve weren’t unique to one sport. Across football, hockey, cricket and more, female athletes are still wearing unisex kit or resized men’s garments.
Expanding Flyhawk was a natural progression. We’ve proven what happens when you design specifically for women and girls. Now we’re ready to bring that same purpose, quality and representation across a wider range of sports. The goal isn’t to be a multisport brand — it’s to be the brand for women’s teamwear.”
Launching Amid a Global Surge in Women’s Sport
The launch of Flyhawk’s Women’s Sports campaign comes at a pivotal moment for women’s sport globally. From football to rugby to cricket, participation, visibility and investment are growing at an unprecedented pace. In the UK, the success of England’s Lionesses, Red Roses and Women’s Cricket team has helped reshape perceptions and inspire the next generation of athletes.
Flyhawk ambassador and professional footballer Gemma McGuinness commented: “You can’t do it on your own – you need the right support, culture and environment. Leaving the sport in a better place is what really matters.”
International rugby player Ellie Boatman added: “Confidence in your kit directly impacts performance. For years, many women played in men’s kit that didn’t fit and damaged confidence. Flyhawk empowers girls and women to feel confident in kit that fits, performs and truly supports them.”
Building the Future of Women’s Teamwear
Flyhawk’s new Women’s Sports campaign signals more than growth – it represents a long-term commitment to elevating women and girls in sport, building inclusive communities, and designing kit athletes feel proud to wear.
Guided by the brand ethos Grassroots to Greatness, Flyhawk continues to champion the real stories behind women’s sport – the journey, the teamwork and the impact far beyond the final whistle.
With thanks to Flyhawk
