The Cronulla Sharks have unveiled an innovative new campaign for the 2026 NRLW season, transforming every member of the club's NRLW squad into custom superhero action figures to celebrate the remarkable lives they lead on and off the field.
Titled This Is How We Play, the campaign shines a spotlight on the women behind the jersey, recognising that while they compete at the highest level of rugby league, many are also balancing careers, study, family and community commitments.
At the heart of the campaign is sharksnrlw.com.au, an interactive microsite where each player is reimagined as a modern-day superhero. Fans can explore individual player profiles featuring custom artwork, career statistics, personal stories, favourite moments and insights into the lives that shape them beyond football.
New player profiles will be released weekly throughout the season, encouraging fans to return to the site and continue discovering the stories behind the Sharks' NRLW squad.
Sharks winger Cassie Staples was deeply moved when she first saw her player profile.
"Honestly, I got goosebumps and was a little emotional seeing it all come to life. The superhero artwork is obviously really cool, but for me, it represents something bigger. It reflects the support, sacrifice and passion that goes into being a female athlete — not just from the players, but from our families, workplaces, teammates and everyone behind the scenes who helps make this life possible."
"To see that story celebrated so publicly feels really special for where the women's game is at right now. It feels like another important step forward, and it's pretty surreal to be part of something that's a first for the NRLW. I know the girls feel the same. The This Is How We Play concept is bigger than football - it celebrates how far the women's game has come, who we are beyond the field, and the future we're all trying to build for the next generation of women in sport. That's really special."
Cronulla Sharks Group CEO Dino Mezzatesta said the campaign reflects the club's ongoing commitment to championing women's rugby league.
"Our NRLW players are exceptional athletes, but they're also role models whose stories deserve to be told in a way that inspires the next generation."
"This campaign reflects our commitment to investing in women's rugby league and creating new ways for our fans to connect with these remarkable athletes. It's also a testament to the creative capability we've built within the club and what's possible when talented people are empowered to innovate."
Cronulla Sharks Group General Manager Marketing, Brand & Digital Melinda Madigan said the campaign was designed to give fans a deeper understanding of the people behind the performances.
"The ambition from day one was to create a campaign that moved beyond traditional player profiles and gave supporters a more meaningful connection with the women behind the jersey."
"Our athletes balance careers, study, family and community alongside elite sport. That duality became the strategic insight that shaped every element of the campaign, from the creative platform through to the interactive digital experience."
"We hope supporters come away with an even greater appreciation of the commitment, resilience and passion these inspiring women bring to the game every single day."
Sharks Head of Creative & Brand Mark Abdel-Sayed said the creative concept was inspired by the everyday reality of the Sharks' NRLW players.
"Reimagining every player as their own superhero action figure gave us a creative platform that reflected their individuality while celebrating the determination and personality that defines this team and their pursuit of the game they love."
Developed entirely in-house by the Sharks' Marketing, Brand & Digital team, This Is How We Play combines creative storytelling, interactive design and AI-assisted production to deliver what is believed to be one of the most ambitious NRLW campaign launches produced by an Australian sporting club.
The campaign launches on 30 June, ahead of the Sharks' opening match of the 2026 NRLW season at Ocean Protect Stadium on 2 July, and will roll out across digital, social and club channels throughout the season.
URL: sharksnrlw.com.au
