The excitement for the 2025 British and Irish Lions tour is building to a fever pitch, and the recent jersey launch at the Flannel store on Oxford Street, London, felt like the moment when dreams started to take shape. For fans and players alike, the tour is less than a year away, and rugby’s most storied team is readying to face the Wallabies in Australia.
England rugby legend Jason Robinson was at the centre of the buzz, joined by fellow Lions greats Tommy Bowe, Gavin Hastings, and Tour Manager Ieuan Evans. Together, they spoke about the magnitude of this tour and the thrilling road ahead for the best players from Britain and Ireland as they prepare to take on one of rugby’s fiercest opponents.
Former Lions star Tommy Bowe picks his Lions captain and bolter selection
Robinson, who electrified fans as a fullback and winger in his Lions days, couldn’t help but marvel at how far rugby has come. Looking back to his own early days, he shared a humorous memory of struggling with the oversized, heavy jerseys of the past. “I was the player that complained that the jerseys when I first came into Rugby Union were too big, too heavy,” he laughed, recalling how restrictive they felt.
“There was so much just hanging out of my shorts; I thought there’s got to be some changes here,” before taking a cheeky dig at the big lads in the forward pack, “At the time when I complained, most of the forwards hated me because they didn’t look too good in those tight shirts.”
Joining in with the quick dig at the forwards, Wales and Lions legend and upcoming tour chairman Ieaun Evans said, “I think the shorts that we wore were a lot tighter than the jerseys.”
Now, with a modern Lions jersey in hand, Robinson was visibly in awe of how far the kit—and the game itself—had evolved.
Seated alongside Ireland’s Tommy Bowe, a 2013 Lions series winner, Robinson couldn’t hide his enthusiasm for the upcoming tour. “This has gone way beyond anything that’s been before,” he said passionately, noting the incredible detail in the new kit.
“As players, we know the details that we go through to win games as a squad. And it’s great now to see that same level of detail in this shirt—it’s going to do a great job for the players, but it’s also going to unite the fans.”
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Robinson’s words struck a chord with everyone in the room. His memories of the last tour—played in empty stadiums due to COVID-19—served as a powerful reminder of what had been missing: the fans. “When I saw the last tour, for the players, yes, you’re playing the game, you want to play the best teams in the world in the biggest stadiums, but with no atmosphere, with no fans, it’s a completely different thing,” he said. This tour, he emphasised, would be about reconnecting the Lions with their fans, reigniting the passion that had been kept at bay during the pandemic.
With the new kit and the fans behind them, Robinson believes the Lions are set for an unforgettable series in Australia. Glancing over at Bowe with a grin, joking about how they both still looked the part in the famous red jersey. “I’m disappointed that I can’t pull on the shirt,” he quipped, chuckling, “Well, I’m a lot older than you anyway!” The banter between the two former players spoke to the special bond that Lions tours create—a bond they hope the next squad will feel just as strongly as they did.
Facing the Wallabies on their own turf is no mean feat, even with the Australian’s recent struggles, but the Lions will arrive determined, ready to channel the hopes of thousands of travelling fans and millions watching from home.
As Robinson summed up, “Australia is a great place to go. For the fans, there will be some great, great memories, and hopefully a series win.” His voice carried a mix of nostalgia and excitement, embodying what every fan feels as they count down to next year’s kickoff.
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