More Than the Game: Celebrating the Women Behind the West Coast Eagles AFLW

What does it mean to be an elite athlete in 2026? For the women of the West Coast Eagles AFLW team, it’s about much more than football.

They’re athletes, but they’re also students, professionals, mentors, daughters, leaders, creatives and role models. Every day, they balance training, recovery and competition alongside careers, study, family responsibilities and community commitments.

As the Premier Partner, Official Coaches Partner of the West Coast Eagles AFLW team and the Locker Sponsor of Charlotte Thomas, Hawaiian is proud to celebrate the women behind the game and the impact they have on young females across our communities.

That’s the inspiration behind our latest campaign, More Than the Game, launched in partnership with the West Coast Eagles AFLW team and Claremont Quarter.

Together, we’ve created a platform to tell the stories behind the guernsey and showcase the many different paths women can take to achieve success.

Fashion, Sport and Community

The More Than the Game campaign was born from a simple idea: young girls deserve to see women being celebrated for all aspects of who they are.

By bringing together AFLW players and Claremont Quarter retailers, we wanted to create a campaign that champions confidence, opportunity and empowerment while challenging outdated ideas about what women can achieve.

Fashion and sport may seem like different worlds, but both are powerful forms of self-expression. Together, they provided the perfect platform to showcase the many roles women play in today’s world and remind young girls that there is no single definition of success.

The campaign highlights AFLW players as multidimensional individuals, sharing a glimpse into their lives beyond football and the passions, responsibilities and ambitions that shape who they are.

The Power of Partnership

At Hawaiian, we believe meaningful partnerships can create meaningful change.

As Perth’s premier fashion and lifestyle destination, Claremont Quarter is home to some of Australia’s leading designers and retailers. The centre has long supported opportunities for emerging talent and young people, helping provide platforms for creativity, confidence and career development.

This campaign would not have been possible without the support of our Claremont Quarter retailers, who embraced the vision from the outset and helped bring it to life.

Together with the West Coast Eagles AFLW team, they have helped create something bigger than a campaign. They have helped create a conversation about representation, aspiration and the importance of visible role models.

It is a powerful example of what can be achieved when businesses, brands and community leaders come together with a shared purpose.

Inspiring the Next Generation

Whether her dream is to play professional sport, launch a business, work in fashion, pursue science, lead a community organisation or follow a creative passion, she should know there are no limits to what she can achieve.

The women featured in this campaign are helping send that message.

By sharing their stories, they are showing young girls that success isn’t about fitting into a single box. It’s about embracing every part of who you are, backing yourself and having the confidence to pursue your goals.

We hope this campaign inspires young girls, and women of all ages, to dream bigger, believe in themselves and embrace every opportunity that comes their way.

Because the women shaping the future of the game are also helping shape the future of our communities. And that’s something worth celebrating.

Watch More Than the Game here:

A special thanks to:

• Stylist: Teagan Sewell assisted by Millie Cait
• Photographer: Chantel Concei assisted by Daniel Njegich
• Makeup: Carol Mackie assisted by Ash Brockman andStefania Cagnana
• Hair: Dan Hemsley @ Maurice Meade assisted by the Maurice Meade apprentices
• Video: Franz Bato