Lorraine Kelly
When it comes to sport in the desert, few spectacles can match the Emirates Dubai 7s – and this year, the world’s most flamboyant rugby knees-up has added a new feather to its fedora. Reflo, the sustainable performancewear brand that’s been quietly rewriting the rulebook on sports apparel, has signed a multi-year partnership with the Emirates Dubai 7s, which returns to The Sevens Stadium from 28–30 November 2025.
For co-founders Rory and Peter, who’ve called Dubai home for more than a decade, this isn’t so much a business deal as it is a homecoming. Regular fixtures in the stands themselves, the pair now find their brand stitched directly into the fabric of the festival.
And if ever there was an event that needed kits as loud, stylish, and sustainable as its atmosphere, it’s this one.
A wardrobe for every whistle
Under the agreement, Reflo will kit out athletes across the board – not just the rugby bruisers, but cricketers, netball players, fitness fanatics in WODON3, and even the padel crowd at Rebound.
Fans won’t be left out either, with a full range of official Emirates Dubai 7s x Reflo merchandise set to hit the racks, from vests and shorts to hats that might even survive a weekend of questionable hydration.
The Emirates Dubai 7s has long been more than a rugby tournament. It’s a three-day carnival where world-class sport shares the stage with global music acts, fan zones, and cultural mash-ups.
Reflo’s involvement promises to keep the kit in step with the energy – performance-driven, responsibly made, and sharp enough to make a prop forward look good in 40-degree heat.
The word from the top
Festival Director Matthew Tait welcomed the tie-up: “We are delighted to have confirmed Reflo as our new apparel partner for Emirates Dubai 7s. Reflo’s mission to reimagine performance wear through sustainability reflects the commitment of Dubai 7s to deliver an increasingly sustainable event. We are confident that the new specially designed, bespoke Reflo X Dubai 7s merchandise range will be a huge hit with ticketholders during the festival weekend.”
For Reflo, it’s not just another logo on a shirt – it’s a statement of intent. Co-founder and CMO Rory MacFadyen put it this way: “Emirates Dubai 7s is one of the most exciting events in global sport – not just for rugby but for the sheer variety of competition, culture and entertainment it brings together.
To bring Reflo into this partnership on our doorstep, it makes it even more meaningful. We’re proud to deliver performancewear that not only looks good and performs at the highest level, but is also made responsibly and built to last. Together with Emirates Dubai 7s, we’re showing that sport can be a force for progress – for athletes, fans and the planet.
Beyond the try line
This deal is the latest in Reflo’s growing playbook of sporting tie-ins, with partnerships already inked across football, Formula 1, golf, and rugby. Each one has been chosen not just for reach, but for shared values: performance, heritage, innovation – and a welcome dollop of sustainability.
The Emirates Dubai 7s partnership also signals Reflo’s deepening roots in the UAE, with whispers of further regional collaborations on the horizon.
And yes, for those who like to plan their outfits with the same precision as their fantasy rugby picks, the official Emirates Dubai 7s x Reflo collection will be dropping ahead of the tournament at reflo.com.
The bottom line
In a city where spectacle is practically a civic duty, this partnership feels like a natural fit. Emirates Dubai 7s gets a wardrobe worthy of its reputation, and Reflo gets to prove that sustainable kit can not only play at the highest level but dance, sing, and sweat under the Arabian sun.
