The power of social media and its impact on sports is a fascinating phenomenon, and it's especially evident in the world of rugby. The TikTok generation is not only shaping the sport but also inspiring a new era of athletes.
On November 15th, a TikTok video went viral, capturing the attention of England's rugby coach, Steve Borthwick, and the entire world. It featured Tommy Freeman, Fin Smith, Henry Pollock, and Freddie Steward, all bopping and dancing in a choreographed routine that would make any choreographer proud. This video, titled "post-game feels," has since amassed over 21.9 million views and sparked countless imitations.
But here's where it gets controversial: the video's timing was impeccable, released just after England's victory over the All Blacks at Twickenham. It showcased a side of these athletes that many fans had never seen before, and it left a lasting impression.
The last few years have witnessed a significant shift in how professional athletes present themselves, especially with the rise of Generation Z. Born between 1997 and 2012, this generation has grown up with digital literacy, navigating a world shaped by social media and new forms of communication. This digital savviness has influenced the way they approach their personal branding and image.
Rugby, a sport known for its conservative nature, is experiencing a transformation. A new breed of players, both male and female, is challenging societal norms and embracing a more outward and outspoken approach. Henry Pollock, a top talent, is at the forefront of this movement, skillfully cultivating his brand while maintaining his on-field antics. He's at the vanguard, forging a unique connection with fans that will only become more apparent as he embarks on his first full Six Nations campaign.
"We need superstars," Borthwick emphasizes. "The game needs them. The public, especially the kids watching around the world, crave inspiration from these characters." Borthwick shares a story of a young rugby player who emulated Pollock's signature black tape around his head, showcasing the impact these athletes can have.
And this is the part most people miss: the connection between self-expression on and off the pitch. Top coaches recognize that the two often go hand in hand. Creating a culture where everyone feels comfortable is key, and finding ways to harness the energy of young athletes can be a significant performance advantage. It's about finding the right balance between work and play.
Stanford scholar Roberta Katz, in her book "Gen Z, Explained: The Art of Living in a Digital Age," highlights the generation's self-driven, collaborative, and diverse-minded nature, qualities that are ideal for high-performing sports teams. The confidence displayed by athletes like Pollock might take some by surprise, but it's a trait that's highly valued within their teams.
The Red Roses, England's women's rugby team, embraced this philosophy during their successful World Cup campaign. Head coach John Mitchell encouraged the players to have fun during their time off, and the pressure release proved beneficial. Even the 61-year-old coach himself made appearances on several of the squad's TikTok accounts, showcasing the power of social media in connecting with fans.
Max Ojomoh, a player with a "swagger" in camp, made his first Twickenham start against Argentina in November. His confidence translated onto the field, creating tries with a cross-field kick and an out-the-back offload. While England remains data-driven and cautious in certain aspects, Borthwick has expressed frustration with the team's tendency to play "small," urging them to take more risks and try new things.
Noah Caluori, a 19-year-old Saracens wing, is already pushing for senior involvement and has set his sights high. "Long-term, I would like to be England's best-ever winger," he declares. Caluori understands the role social media can play in growing the game, spreading rugby to diverse groups, and inspiring new fans. He believes it's an essential tool for the sport's growth.
Not all players approach social media in the same way. While Pollock embraces a more extravagant persona, there are players like Guy Pepper, who has made an impressive start to his Test career without the same level of social media presence. The pair are roommates and good friends, showcasing that walking the walk is just as important as talking the talk.
Pollock's antics have riled up certain oppositions, like Bordeaux Begles in the Champions Cup final. Tom Curry, England's flanker, emphasizes the importance of winning, stating that personality on the pitch is only valuable if it leads to victories. Rugby has long struggled with generating superstars, as it's often seen as the ultimate team sport, where individual brilliance is a result of collective effort.
Even legends like Jonah Lomu, who captivated audiences during the 1995 Rugby World Cup semi-final, were effectively marked out of the final by South Africa a week later. It's an interesting paradox that a quiet character like Lomu remains one of rugby's biggest stars, while others like Jonny Wilkinson struggled with the spotlight.
The social media age offers new paths to superstardom, but Borthwick concludes that it's about finding the right balance. "This is a team sport. We want superstars who play as a team and put the team first. We want both: superstars and a connected team. If they want to keep dancing on TikTok, that's fine by us."
So, what do you think? Is social media a force for good in sports, or does it distract from the game? Share your thoughts in the comments!
