Inspiration: Welsh Kids’ Team Making Their Own Luck

Ystradgynlais Under 11s Augmented Reality Rugby Shirt in action

You’ve all seen Kid President’s Pep Talk right?

Well, Wales has had its own national pep talk this past week, following the success of its rugby team in the recent Six Nations tournament, against the odds.

We love stories like that, where through commitment and dedication, people working together are able to achieve amazing things.

And while we’re all still on a high from that victory, we thought we’d share with you another amazing story; a local story that, while it may not have lifted the whole nation in the same way as the Six Nations rugby win, nevertheless shows how communities working together can achieve great things.

Community spirit

We’re proud to be based in the South Wales Valleys – it’s a stunning area of natural beauty and has some of the warmest, friendliest communities you’ll find on the planet.  The valleys have, however, had an image problem in recent years, and there is considerable youth unemployment in the area.

That’s where close knit communities and activities like sports and the arts can help get kids on the right track early on in life.  The local rugby club in Ystradgynlais is an example of a community doing just that.

They’ve built up a hugely successful kids rugby team, which everyone wants to be a part of.


Through innovation.

Innovating for success

The team, lead by coach Andrew Lloyd Hughes, recognised the need to stand out from the crowd, and that in order to recruit players and help the team achieve its goals they needed sponsorship and support from the wider community.

They set about creating innovative campaigns the promote the club and last year the team were ahead of the curve nationally by including QR codes on their rugby shirts.

The publicity they gained enabled them to raise enough funds for the whole team to travel to a European Rugby Festival in Holland this Easter and to further develop what the club can offer.

This year, in celebration of the 6 Nations win, they’ve gone one better, and with the help of Cardiff creative agency, Sugar, they’ve created what they believe to be the world’s first augmented reality rugby shirts.

The shirts, when scanned using a mobile device show a Welsh dragon roaring proudly from the centre of the players’ chests.

Inspiring the next generation

The team are rightly proud of their achievements, and those of their countrymen, and can’t wait to show off their hi-tech kit in Holland.

What an experience for those young people to travel and represent Wales overseas – these are the things that stay with you through life, and shape you as an individual.

We’re really proud to be supporting the team, and to have the ‘We Are Lucky’ featured on the back of their shirts.

We think it’s a fab, inspiring story, and just proves that when you start to look around and connect with people with the same mindset as you, you’ll find there are more people doing wonderful things out there than you had ever imagined.

Good luck in Holland Ystradgynlais Under 11s!  Cymru am byth!

Find out more about the team and their amazing augmented reality shirts >>