Canterbury Rugby is proud to announce a pioneering new partnership with Double Undies, a collaboration set to challenge long-standing barriers in sport and help keep more females on the field.

In a first-of-its-kind move for rugby in Aotearoa, the partnership goes beyond traditional sponsorship. It represents a shared commitment to normalising conversations around performance, confidence, and the realities faced by female athletes- particularly when it comes to leaks and the impact they can have on participation.

As part of the partnership, Double Undies will supply product directly to Canterbury’s Farah Palmer Cup (FPC) team, supporting a high-performing group of female athletes to train and compete with greater confidence and comfort.

Founded by former firefighter, entrepreneur and mum of two Jane Bogust, Double Undies was born from lived experience. After encountering exercise-induced leaks during high-impact training, Bogust set out to create a solution that didn’t previously exist.

The result is the world’s first absorbent performance thong, purpose-built for movement- designed to provide security, comfort and confidence so women can perform without distraction.

After years serving as a career firefighter, Bogust transitioned into coaching, working with women to build confidence both physically and mentally. That same drive now underpins Double Undies, a brand grounded in empowerment and removing barriers- not just through product, but through conversation and education.

“Honestly, it just made sense,” Bogust said. “I’m building Double Undies to remove a very real, very common barrier for women- and sport is one of the places that barrier shows up the most.”

Bogust said supporting Canterbury’s FPC programme is about much more than product.

“We’re not just talking about periods, we’re talking about leaks more broadly, and removing the quiet worries that can hold women back. At the same time, it’s about starting conversations and encouraging women to understand what’s going on in their bodies, dropping the shame and to feel confident seeking support from a pelvic floor physio.” Those “quiet worries” are often the difference between staying in the game and stepping away.

“Because the barriers aren’t always obvious. It’s not always injury or ability, sometimes it’s the quiet worry in the back of your mind- ‘Am I going to leak?’ ‘Will anyone notice?’ That hesitation is enough to make someone sit out. And whether that’s due to a period or bladder leaks, the impact is the same- women opt out.”

The partnership reflects a shared understanding that confidence- not just capability- plays a critical role in participation and performance, particularly for young women navigating body changes, pressure and a lack of open conversation in sport.

By providing practical, purpose-built solutions, Double Undies removes that mental load- allowing athletes to focus fully on performance in high-pressure environments.

For Canterbury Rugby, the alignment is a natural fit- grounded in shared values of resilience, authenticity, and backing people to show up fully.

“Rugby is gritty, physical, and unapologetic,” Bogust said. “It’s not a ‘play it safe’ sport, and neither is this brand.”

FPC Manager Heather Algar welcomed the partnership, highlighting both the performance and wellbeing impact it will have on the team.

“This is a game-changer for our group,” Algar said. “At this level, the margins are small and confidence is everything. Having access to products like this removes a layer of worry and allows our players to focus fully on their performance. Just as importantly, it shows our athletes that their needs are recognised and supported. That builds trust, confidence, and ultimately helps our players perform at their best.”

Beyond the FPC environment, the partnership is designed to create wider impact across the rugby community- encouraging more open conversations and helping normalise topics that have long been left unspoken.

As a mum and coach, Bogust understands firsthand how the body changes- particularly after childbirth- and is passionate about breaking down stigma around pelvic health. Through Double Undies, she is leading a movement to normalise these conversations, eliminate shame, and ensure women feel supported to stay in sport.

By addressing these challenges head-on, Canterbury Rugby and Double Undies are helping remove barriers to participation and retention, ensuring more women and girls can stay connected to the game for longer.

This is more than a partnership- it’s a statement of intent.