Reflo, the sustainable performancewear brand redefining the future of sports apparel, has today announced a landmark multi-year partnership with the Emirates Dubai 7s, the region’s most iconic sports and entertainment festival taking place 28–30 November 2025 at The Sevens Stadium.
The brand’s co-founders, Rory and Peter have called Dubai home for over a decade, they are regular attendees at the 7s, and the partnership marks a natural progression for Reflo as it continues to make waves in the UAE and expands its awareness within the territory.
As part of the agreement, Reflo becomes the exclusive apparel provider for all athletes and fans across the festival, supplying kits for rugby sevens, cricket, netball, fitness competitions (WODON3), and padel (Rebound), alongside a full range of official merchandise including shirts, vests, shorts, and hats.
The Emirates Dubai 7s is renowned for combining world-class sport with global music acts, immersive fan zones, and cultural experiences. Reflo’s involvement ensures that the apparel on and off the field reflects the same spirit of innovation, performance, and responsibility that defines the event.
Matthew Tait, Festival Director said: “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.”
Rory MacFadyen, Co-Founder and CMO of Reflo, commented: “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.”
This partnership reflects Reflo’s continued expansion into world sport, joining a roster of collaborations across football, Formula 1, golf, and rugby, each chosen for their shared values of performance, heritage and innovation with sustainability at the core. The Emirates Dubai 7s deal also underlines Reflo’s growing presence in the UAE, with further regional announcements to follow later this year.
The official Emirates Dubai 7s x Reflo collection will launch ahead of the tournament and be available at reflo.com.
