At Apple’s iPhone 17 launch, the cultural spotlight didn’t just fall on the new “Air” model’s record-thin design. A global live stream with over 26 million viewers featured an advert that surprised many: a cameo from former Red Roses legend Shaunagh Brown, anchoring the spot in the rising energy around women’s rugby.
The tagline - “Any more Pro and it would need an agent” - played Apple’s traditional wordplay against the grit and professionalism of elite women athletes. The choice to integrate Brown wasn’t incidental; it was a signal of Apple’s intent to align the iPhone brand with authenticity, inclusivity, and sporting excellence at a time when women’s sport is commanding new commercial and cultural ground.
đź“Š Supporting Stats
Women’s Rugby Growth: Global participation in women’s rugby has grown by 28% since 2017, with World Rugby reporting 2.7 million registered players worldwide (World Rugby, 2024).
Broadcast Reach: The Women’s Rugby World Cup 2022 final drew a record 42,000+ live attendees at Eden Park and over 30 million viewers worldwide (World Rugby).
Brand Attention: Nielsen reports 63% of sports fans are now interested in women’s sports, up from 49% in 2018 - with women’s rugby ranking among the fastest-growing (Nielsen, 2023).
Apple attaching its flagship product to this momentum isn’t just opportunistic - it positions the iPhone as both technologically elite and culturally progressive.
🧠Decision: Did It Work?
Yes - strategically, this landed.
Culturally, Apple tapped into the surging visibility of women’s sport, leveraging Shaunagh Brown’s reputation as both a former international and a vocal advocate for equality.
Commercially, the juxtaposition of “Pro” with elite athletes cements Apple’s product narrative without needing gimmicks.
Creatively, the ad’s balance of humour and credibility made it more than just a stunt - it gave Apple a talking point beyond specs and silicon.
If there’s a risk, it’s that Apple has set a high bar for cultural alignment. A one-off cameo won’t be enough - audiences will expect sustained investment in women’s sport.
đź“Ś Key Takeouts
What happened: Apple used its global iPhone 17 launch to showcase an ad featuring Shaunagh Brown, watched live by 26M+.
What worked: Clever tagline, credible ambassador, strong cultural timing with women’s rugby on the rise.
Signals: Women’s sports are now mainstream platforms for premium brand storytelling. Aligning with them no longer looks niche, but necessary.
For brand marketers: This is a case study in matching product positioning (“Pro”) with a cultural force (women’s rugby) to broaden appeal without diluting premium codes.
đź”® What We Can Expect Next
Expect more tech and luxury brands to integrate women’s sport into flagship moments. Apple’s play may push competitors to move beyond football and basketball into more diverse sporting arenas where cultural narratives are fresher and less saturated.
For women’s rugby, this kind of stage visibility signals a tipping point: once Apple calls, others will follow. The challenge will be authenticity - not just cameos, but deeper collaborations, storytelling, and sponsorship.