Following the launch of the Courtney Lawes Signature Boot, OXEN Sports has continued its rapid growth with a series of major announcements across rugby league, athlete partnerships and brand expansion.
The latest wave of news has strengthened OXEN’s position as one of the fastest-rising performance rugby brands in Australia and the UK, with new elite ambassadors, strategic partnerships and the continued evolution of the META X rugby boot range.
One of the standout announcements saw NRL star Brandon Smith officially join OXEN Sports as a brand athlete. Known for his explosive style of play, leadership and personality, Smith’s arrival adds another high-profile name to OXEN’s growing roster of elite rugby league talent.
OXEN also welcomed Gold Coast Titans captain Tino Fa’asuamaleaui as an official brand athlete, further strengthening the company’s growing footprint within the NRL. Widely regarded as one of the most dominant forwards in the game, Tino’s partnership highlights the increasing number of elite players turning to OXEN for comfort, fit and performance.
The relationship with the Titans was further expanded through the announcement of an official footwear partnership with the Gold Coast Titans, marking another significant milestone for the brand in Australia. The partnership will see OXEN working closely with players and pathways programmes while continuing to develop high-performance rugby footwear at the elite level.
Alongside the athlete and club announcements, OXEN unveiled the latest evolution of its footwear innovation through the “META X: Comfort Without Compromise” campaign. The campaign reinforces OXEN’s mission to create rugby boots that combine elite-level performance with comfort, support and reduced injury risk — an area that continues to resonate strongly with both professional and grassroots players.
Off the field, OXEN Sports also announced the appointment of Craig Franklin as Brand Director as the company continues its global expansion. The move forms part of OXEN’s wider strategy to accelerate brand growth, strengthen content and marketing output, and continue building its presence across rugby league, rugby union and lifestyle apparel.
Together, these announcements represent another huge period of momentum for OXEN Sports. From elite NRL athletes and club partnerships to innovation campaigns and leadership appointments, OXEN continues to establish itself as one of the most exciting brands in world rugby.