South Africa Bomb Squad Rugby.
ELLIS RUGBY SECURES EXCLUSIVE LICENSING AGREEMENT WITH SOUTH AFRICAN RUGBY LEGENDS ‘BOMB SQUAD’ BRAND.
Ellis Rugby, renowned for its heritage-inspired rugby fashion and exceptional quality garments, is proud to announce an exclusive licensing agreement with the “Bomb Squad” brand. Founded by Rugby World Cup-winning South African stars Steven Kitshoff and Malcolm Marx.
The agreement, facilitated by UK-based representative Channing Millerd, covers direct online and marketplace sales, alongside wholesale distribution in the United Kingdom and Ireland. In addition, the United States, Canada, Italy, The Netherlands, and Japan.
A Meeting of Icons: Rugby Legends & Premium Heritage Apparel
Founded by former professional rugby player Kevin Ellis. Ellis Rugby has built a global reputation for its outstanding rugby-inspired collections. The brand’s garments combine luxurious fabrics, meticulous craftsmanship, and storytelling design that resonates with rugby fans and style-conscious consumers worldwide. Distributed across leading retailers and via its global e-commerce platforms. Ellis Rugby has become synonymous with premium quality and heritage style.
Speaking on the partnership, Kevin Ellis said: “Steven and Malcolm are not just world-class athletes; they are ambassadors for the values of rugby—teamwork, resilience, and passion. At Ellis Rugby, we share those values, and we’re thrilled to bring the Bomb Squad brand into our collection. This is a perfect combination of their vision and our craftsmanship.”
Speaking on the partnership, Kevin Ellis said: “Steven and Malcolm are not just world-class athletes; they are ambassadors for the values of rugby—teamwork, resilience, and passion. At Ellis Rugby, we share those values, and we’re thrilled to bring the Bomb Squad brand into our collection. This is a perfect combination of their vision and our craftsmanship.”
The Bomb Squad Story
Steven Kitshoff, a formidable loosehead prop, and Malcolm Marx, one of the world’s most feared hookers, have been integral to the South Africa’s dominance on the international stage. Both men played pivotal roles in their Rugby World Cup triumphs, earning admiration not just for their skill, but also for their relentless work ethic and team-first mentality.
The idea for the Bomb Squad brand emerged from Kitshoff and Marx’s close friendship and long discussions about life after rugby. They initially launched the Bomb Squad beer, which quickly found a loyal following. According to Kitshoff: “The Bomb Squad has always been about more than just rugby—it’s about friendship, impact, and creating something bigger than ourselves. Partnering with Ellis Rugby allows us to bring that spirit into clothing that fans can wear with pride.”
Marx added: “Ellis Rugby’s reputation for quality and attention to detail is second to none. This partnership is a natural fit, and we’re excited to see the Bomb Squad brand grow into rugby fashion with a trusted name like Ellis Rugby.”
The idea for the Bomb Squad brand emerged from Kitshoff and Marx’s close friendship and long discussions about life after rugby. They initially launched the Bomb Squad beer, which quickly found a loyal following. According to Kitshoff: “The Bomb Squad has always been about more than just rugby—it’s about friendship, impact, and creating something bigger than ourselves. Partnering with Ellis Rugby allows us to bring that spirit into clothing that fans can wear with pride.”
Marx added: “Ellis Rugby’s reputation for quality and attention to detail is second to none. This partnership is a natural fit, and we’re excited to see the Bomb Squad brand grow into rugby fashion with a trusted name like Ellis Rugby.”
New Collections Coming Soon
Ellis Rugby is currently developing a new line of Bomb Squad-inspired garments, designed to embody the grit, passion, and energy that the name represents. The range, aimed at rugby fans across the globe, will showcase bold designs inspired by Kitshoff and Marx’s on-field heroics and the fearless impact of the legendary Bomb Squad replacements that struck fear into their opponents.
The collection is set to launch later this year, with interested retailers encouraged to contact [email protected] for further details.
The collection is set to launch later this year, with interested retailers encouraged to contact [email protected] for further details.
About Ellis Rugby
Furthermore, founded by Kevin Ellis, Ellis Rugby has built an international reputation for producing high-quality, heritage-inspired rugby apparel. With a focus on storytelling through design and a dedication to premium fabrics and finishes. Ellis Rugby products are available worldwide, loved by both rugby fans and those who appreciate timeless style.
For press enquiries, interviews or images, please contact: