Sharks enter new wave amid sport evolution
The Sharks say the evolution is not a departure from tradition.
AS the world of sport continues to evolve, so does the image of one beloved historic rugby club. Black and white remains engraved in its new look, to ”maintain the foundation” of what the club was built on.
The Sharks Rugby Club (SRC) recently advanced into a ‘new wave’, citing the need to stay on par with the rapid evolution of sports culture worldwide.
The Sharks acknowledge that this change of such magnitude will generate strong opinions among supporters, and that this is understood and respected.
Michael Leslie, chief growth officer of Sharks Rugby Club, said, “The greatest threat to our proud club is not evolution; it is standing still while the world changes around it.
“Innovation has always been part of who we are. In 1996, this club dared to redefine itself as the Sharks and helped shape the modern era of South African rugby. We embraced transformation, pioneered new ways of engaging supporters and consistently chose to lead rather than follow. This evolution is not a departure from that tradition; it is its continuation.
“Professional sport has changed. Today the world’s leading clubs increasingly succeed because they combine excellence on the field with strength off it. This is fundamental to sustaining long-term sporting success,” said Leslie.
SRC CEO Shaun Bryans reiterated, “Our badge has evolved; our core never will. Innovation has always been part of who we are. This evolution is not a departure from that tradition; it is a continuation.”
The SRC head coach, JP Pietersen, reminisced on how the club had moulded him since his days as a player.
“The club has shaped the way I carry myself. I stand tall when things get tough. It has taught me humility and pride. With this new wave, nothing is ending. I promise to continue giving everything I have, and encourage players to do the same. We are not the generation to let the legacy slip. I am all in,” shared Pietersen.
Central to the new strategy is the return of Reebok as a technical apparel partner. Together, the Sharks and Reebok have developed a significantly expanded performance and lifestyle range.
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