World Rugby, the sport’s international federation, has unveiled a new global identity, brand proposition and campaign to boost interest, participation and investment in women’s rugby. The “Women In Rugby” campaign, supported by USA Rugby, will feature a dedicated website—www.women.rugby—in an effort to continue what has been considerable growth in participation among women. Since 2017, women’s rugby has added 2.7 million participants globally, a 28 percent increase.

The campaign, boosted by the #TryAndStopUs hashtag, will feature American Kiki Morgan as one of 15 inspirational women who are ‘unstoppable.’ Morgan, a member of the U.S. sevens team, found strength in rugby to overcome her mother’s death. She credits the sport with helping her achieve opportunities for travel she never believed possible.

“We firmly believe that the development of women in rugby is the single greatest opportunity for our sport to grow in the next decade, which is why we are proud to share our exciting new brand identity today,” World Rugby Chairman Sir Bill Beaumont said. “Not only is women’s rugby experiencing unprecedented growth around the world but we are well on the way to realizing our vision of a more equitable game for all through the implementation of our ambitious strategic women’s action plan, which is having a transformational effect on all areas of the game.”