The Power of Motivation: How Elite Athletes Stay Driven to Perform
United Kingdom
Whether it’s chasing a new personal best, returning from injury, or representing their country, sport is about more than talent or physical ability, but also the inner mindset that keeps athletes going through challenges, setbacks and pressure.
As a global sportswear provider, we’re committed to supporting this whole journey by providing innovative, high-performance kit that helps athletes feel confident, focused and empowered to perform at their best.
We spoke with four of our elite ambassadors – nine-time Paralympic champion Hannah Cockroft CBE, world number ten ranked beach volleyball duo the Bello Brothers and England Lacrosse international Liv Thomas to explore how they stay motivated.
Hannah Cockroft CBE
“Mindset plays a massive role in my training and competition. It’s so hard to get a good session in when your mind is determined not to enjoy it,” she said.
“I truly believe that 50% of winning is believing you can.”
To sharpen that belief, Hannah uses visualisation to prepare mentally for each race, allowing her to focus and eliminate distractions.
When it comes to performance wear, practicality and psychology are equally important.
“I need clothing that works with my race chair and doesn’t distract me mid-session.
“It’s also about looking elite, because when you look the part, you feel the part.”
Javier & Joa Bello
For the Bello Brothers, mental preparation is at the core of their world-class performance, beginning long before the first serve.
“We always begin tournament days with a morning activation — light training, scouting opponents, and setting a game plan. That structure gives us confidence and helps manage pressure.”
As brothers and teammates, their unique connection fuels their performance.
“In beach volleyball it’s just the two of us — no coach, no substitutions. Trust is one of our biggest strengths. It’s taken years to build that bond.”
Liv Thomas
After two major injuries in just 18 months, Liv knows exactly how motivation and resilience intertwine.
“Staying in touch with my teammates and sharing my journey online helped me stay accountable and reminded me of how far I’d come,” Liv reflects.
Returning to the international stage has given her a new appreciation for the sport.
“I’ve become so much more grateful for every time I get to step on the pitch.
“Putting on that England shirt again was such a powerful moment. Wearing it just motivates me to keep working and to never take it for granted.”
What Motivation Means to Them
We asked each athlete to sum up what motivation in sport means to them:
– Hannah Cockroft CBE: “Motivation is waking up every day and wanting to be better than yesterday.”
– Javier & Joa Bello: “It’s the drive to prove to ourselves that we belong with the best.”
– Liv Thomas: “Motivation is knowing how far I’ve come and how far I still want to go.”
Motivation, powered by performance
Motivation looks different for every athlete — but mindset is what drives progress. Kukri is proud to support athletes through every step of their journey, with sportswear that empowers them to perform, focus, and keep moving forward.
KUKRI SPORTS ANNOUNCES NEW PARTNERSHIP WITH THE ROYAL AIR FORCE CENTRAL FUND
Kukri Sports strengthens commitment to supporting UK armed forces personnel through new collaboration with the RAF Central Fund.
Kukri Sports is proud to announce a new partnership with the Royal Air Force Central Fund, reinforcing its dedication to providing high-quality sportswear to UK armed forces personnel.
As an organisation committed to promoting physical activity and well-being among serving RAF personnel, the RAF Central Fund plays a vital role in supporting the health and fitness of the Royal Air Force community. Through this partnership, Kukri Sports will supply bespoke, high-performance sportswear to RAF athletes, ensuring they have the best apparel to perform at their peak across a variety of disciplines.
Commenting on the partnership, Josh Beal, Sales Director at Kukri Sports, said: “We are delighted to be partnering with the RAF Central Fund to support their mission of keeping RAF personnel active. At Kukri, we pride ourselves on delivering innovative and high-quality sportswear solutions, and we are honoured to contribute to the health and performance of those who serve our country. This latest collaboration, following our partnership with British Army Sports, highlights our ongoing commitment to supporting the UK’s armed forces.”
Ross Perriam, CEO at the RAF Central Fund, said: “Our aim is for all serving RAF personnel to develop their full potential through sport and physical activities.
An integral part of this is ensuring that they have the best possible equipment and kit in which to participate in.
We are delighted to have the support of four strong brands, each providing high-quality sporting clothing and equipment and all-round excellent value for money to the RAF.
Collaborating with leading sportswear brands that are economically sustainable was a key goal for the Fund. With responsible consumption and production at the forefront of our values, it was important to us that we work with suppliers who share our environmental ethics.”
The partnership will see Kukri Sports provide custom-designed kit for a range of RAF Central Fund-supported sports initiatives, with a shared goal of fostering physical well-being and promoting active lifestyles within the RAF.
KUKRI SPORTS CELERATES PRIDE MONTH WITH VOICES FROM PARTNER ATHLETES
Kukri Sports is proud to celebrate Pride Month by amplifying the voices of partner athletes who embody the spirit of inclusivity, diversity and acceptance in sport.
This Pride Month, we’re shining a light on what pride means in sport, through the powerful words of athletes from our partners including British Wheelchair Basketball, Manchester Metropolitan University, University of Exeter and UBC Women’s Rugby in Canada.
What pride means to our athletes
Lucy Robinson, a member of the British Wheelchair Basketball GB Women’s team and 2018 U24 European Championships gold medallist, shares: “Pride Month is a chance to celebrate equality, inclusivity and love… to shout loudly about love being love.”
James Kay, a former national-level track cycling athlete and current Manchester Met University futsal player, emphasises: “It’s a time to celebrate and support others so people can feel they can be their true self without being discriminated against.”
Jennifer Jones, a dedicated player for Manchester Met Women’s Rugby, sees pride as both a personal and collective celebration: “It means a huge sense of community and a celebration of who we are as individuals, regardless of outside constraint.”
Chloe Whitworth, sports president at University of Exeter, highlights: “Pride celebrates the historic significance of LGBTQ+ community and embraces inclusivity by being yourself.”
Anonymous,a current player for UBC Women’s Rugby player, powerfully states: “It’s a time of visibility, reflection and celebration.
“Pride is about rejecting the idea that you have to hide part of yourself to play the sport you love.”
Building inclusive teams and environments
Our partner athletes consistently share how their sport and teams foster a sense of belonging:
– Lucy Robinson (British Wheelchair Basketball): “We are all one. Wheelchair basketball includes everyone — ability, disability, gender, race or sexuality.”
– James Kay (Manchester Met): “We promote campaigns like Rainbow Laces and challenge hateful behaviour.”
– Jennifer Jones (Manchester Met): “Rugby values what makes each player great — it’s made for all shapes of body and mind.”
– Chloe Whitworth (University of Exeter): “We want everyone to feel the benefits of playing without barriers.”
– Anonymous (UBC Rugby): “We live out inclusivity through our culture, conversations and commitment.”
Why belonging in sport matters
Every athlete we spoke to share the same belief: sport should be a place where you’re not only accepted, but celebrated:
– Lucy Robinson: “Sport gives the opportunity to not only be who you are, but celebrate it. Feeling like you belong creates confidence and happiness.”
– UBC Rugby: “Belonging means you can show up without fear, take risks, and be vulnerable. “When sport is inclusive, it becomes a space of healing, empowerment and transformation.”
– Jennifer Jones: Authenticity is rare — and you’ll find yourself 10x happier just being you.”
– Chloe Whitworth: “Sport is a universal language – you should always feel like you can be yourself, surrounded by a close-knit family with a common love.”
– James Kay: “Embrace your true self. You’ll always find a place where you’re accepted.”
Kukri Sports’ commitment
We stand with the LGBTQ+ community in sport and beyond. Together, we can create environments where everyone is respected, valued, and empowered to thrive.
Because sport belongs to everyone.
Kukri Sports Joins Forces with Lagan Dragons to Champion Breast Cancer Awareness
Ireland
Kukri Sports is proud to partner with the Lagan Dragons, Belfast’s pioneering dragon boat team that supports individuals affected by breast cancer.
Champions on and off the water
Open to all as a registered Community Amateur Sports Club, the Lagan Dragons have built a strong reputation not just for their impact off the water, but also their success on it – claiming podium finishes at events across Ireland and beyond.
Their impressive track record includes finishing first place in the BCS category at the Hong Kong Dublin Dragon Boat Regatta, a recent second place at Lough Rinn and a third-place finish at last year’s Barcelona International Dragon Boat Festival in the ‘Breast Cancer Survivors’ category.
The supporters’ t-shirt: A symbol of unity and support
Through this partnership, Kukri is providing bespoke kit for the team, including customised fleeces, smocks, performance t-shirts, vests and a specially designed supporters’ t-shirt aimed at the wider community.
Available for personalisation, 10% of each sale from the supporters’ t-shirt will be rebated directly back to the Lagan Dragons, significantly aiding their fundraising efforts and helping to spread vital awareness.
Voices of the partnership
Karen Dougan, captain of Lagan Dragons and currently living with stage four breast cancer, shared her enthusiasm for the initiative.
“We’re delighted to launch our new supporter’s tee in partnership with Kukri Sports – designed especially for fans, family and friends who stand with us on and off the water.
“With Kukri’s support, we’ve created a high-quality tee that lets you show your pride in style – whether you are cheering from the shore, volunteering at events or simply backing the team you love.”
She added, “This is more than just a great piece of kit – it represents our mission to promote a healthy and active lifestyle, provide opportunities to participate in dragon boating, offer wellness and education, and build a supportive community for all those affected by breast cancer.
“Wear it with pride. Stand with the Dragons.”
Our community support
The initiative forms part of Kukri Ireland’s wider strategy to support meaningful community projects and further expand its footprint across a more diverse range of sports, including recent moves into volleyball and pickleball.
Neil Patterson, Country Manager for Northern Ireland & Republic of Ireland, added, “We’re incredibly proud to support the Lagan Dragons, not only as athletes, but as advocates, survivors and difference makers.
“This partnership reflects our ongoing commitment to community-focused initiatives and marks another step in our mission to support and celebrate sport in all its forms across the country.”
This partnership is more than just sport—it’s about strength, community, and standing together in the face of adversity. By wearing the Lagan Dragons supporters’ t-shirt, you’re not only backing a team—you’re championing a cause.
How you can support the Lagan Dragons
Lagan Dragons are heading to Berlin next to take part in the CityCup from 5th to 6th July, at the regatta course in Berlin-Grünau.
The supporters’ t-shirt now, available until 6th July only. Shop now.
Kukri Sports and Hull University Students’ Union Launch Exciting New Partnership
Kukri Sports is proud to announce a dynamic new partnership with Hull University Students’ Union (HUSU), delivering a fresh look and renewed sense of unity for students through sport.
The new partnership will introduce a bold, modern range of sports kit that champions HUSU’s commitment to inclusivity, innovation, positivity, fun and supportiveness – both on and off the field.
The new agreement sees Kukri Sports become the official kit supplier for Hull’s student-led sports teams, reinforcing the Athletic Union’s strong sporting ethos and its proud relationship with the Team GB affiliated University of Hull. The partnership will bring students a revitalised range of bespoke kit, designed to promote a sense of belonging and team spirit across the campus community.
A Fresh New Look for a New Generation of Students
At the heart of the partnership is a newly designed kit collection that combines contemporary style with high-performance functionality. Tailored for athletes and active students alike, the new range not only reflects the students’ union’s heritage and ambition,but also resonates with the energy and pride of its student body.
Creating Unity Through Kit
Kukri’s mission to unite teams through custom sportswear aligns perfectly with HUSU’s vision to build a strong campus community. The new kit provides students with more than just sportswear – it’s a statement of identity, unity, and shared purpose.
Josh Beal, Sales Director at Kukri Sports, commented: “We’re thrilled to partner with Hull University Students’ Union and provide a kit that reflects the pride, determination, and inclusivity of their student athletes. As a Team GB university, Hull shares our commitment to excellence, and we’re excited to help build a stronger sporting identity on campus.”
Francis Ani, President for Student Communities at Hull University Students’ Union stated: “I am thrilled that our Athletic Union has partnered with Kukri in readiness for the next generation of Hull University Students’ Union athletes. This collaboration will empower our teams, from rising talents to competitive leaders, to train harder, perform stronger, and proudly represent HUSU in kit that reflects their dedication to pushing boundaries.”
About Hull University Students’ Union
HUSU’s student-led Athletic Union features 45+ clubs, offering opportunities from casual play to competitive leagues. Committed to inclusivity and excellence, Hull supports students to thrive both academically and athletically. The University of Hull is a top choice for students passionate about sport and active living. As a Team GB partner, it has invested over £16 million in cutting-edge facilities, including the Allam Sports Centre with a 12-court sports hall, 120-station gym, fitness studios, and floodlit 3G pitches.
Kukri Sports Powers British Rowing to Golden Glory at European Championships
United Kingdom
Great Britain’s rowing team delivered a stunning performance at the 2025 European Rowing Championships in Plovdiv, Bulgaria (29 May – 1 June), finishing top of the overall medal table to defend their European title.
Of the 39 athletes selected, 28 were crowned champions of Europe, marking one of British Rowing’s most successful European campaigns to date, fuelled by the debut of Kukri’s new high-performance rowing suits.
High-Performance Kukri Rowing Suits Make Championship Debut
Worn for the first time at a major European event, Kukri’s high-performance rowing suits supported all GB crews, delivering comfort, confidence and elite performance on the water.
British Rowing’s crews claimed nine medals, six of which were gold, that underlined the power of preparation and benefits of cutting-edge kit.
Rising Stars & Record Breakers
Reigning Olympic champion, Lauren Henry, delivered one of the performances of the championships in the Women’s single sculls, claiming gold in her first senior international regatta in this boat class.
“To make the podium is really, really special. I wanted to come here and make a name for myself and I feel like I’ve done that.
“I want to be World Champion, I want to be Olympic Champion, I want to break the world best time, I want to be the most successful British single sculler ever. That’s my aim. I’ve still got many years to go — but watch this space!”
Benjamin Pritchard Sets Records & Makes History
Paralympic champion Bejamin Pritchard made his mark with a gold medal in the PR1 Men’s single sculls, setting a world best time of 08:40.38.
“I’m the first ever British PR1 European Champion. Full stop,” Pritchard said.
“Getting a World best time twice in a week is all pretty special to go down in the history books for that. I’m just getting started.”
More Medals & European Best Times
GB Rowing Team’s success continued with a gold, silver and two bronze medals on the first day of the finals.
The women’s quadruple sculls crew of Sarah McKay, Lola Anderson, Cam Nyland and Becky Wilde stormed to gold in a European Championship best time, highlighting the strength in depth across the team, with the women’s eight team also putting on a show to win their race in style.
The GB Men’s eight made history of their own, defeating a powerful Dutch crew by just 0.24 seconds to claim their fifth consecutive European title, setting a new British record in the process and reinforcing their dominance on the continental stage.
Pushing the Limits with Kukri
“We are very proud to have played a part in this golden chapter for British Rowing,” said Andy Ronnie, Group CEO at Kukri Sports.
“There’s a real sense of pride in seeing our suits contribute to history being made, and supporting these fantastic athletes as they continue to chase greatness.”
Looking Ahead
Next up this season, British Rowing will be competing in the World Rowing Cup Varese from 13 – 15 June, with all six European gold medal winning crews returning to represent Great Britain.
Kukri stands proudly behind British Rowing – delivering elite sportswear that performs at the highest level.
Kukri Sports and UK Sports Institute Extend Strategic Partnership
Kukri Sports is proud to announce the extension of its successful partnership with the UK Sports Institute (UKSI), reinforcing Kukri’s commitment to supporting elite athletes across the UK with high-performance, sustainable sportswear.
Since the partnership began in 2022, Kukri has served as the Official Kit Supplier to UKSI, providing bespoke apparel for over 400 staff across multiple centres nationwide. This collaboration has been instrumental in delivering high-quality, functional, and inclusive kit solutions tailored to the needs of practitioners supporting Olympic, Paralympic, and Commonwealth sports.
A notable highlight of the partnership has been a ongoing sustainability initiative and started in 2024, where Kukri and UKSI successfully recycled 1,274 kilograms of legacy kit, saving 585kg of carbon emissions—the equivalent of driving 1,379 miles in a standard petrol car or charging 65,444 smartphones.
“We’re delighted to extend our partnership with Kukri for another year. We’ve worked together for several years now and we have valued their commitment to innovation in that time. Kukri’s collaborative approach has enabled us to develop initiatives together, from the range of kit we can offer our team through to sustainability projects such as the kit recycling programme, which has been a success” – Tash Carpenter, Director of Communications at UKSI.
Josh Beal, Sales Director at Kukri Sports, commented, “Extending our partnership with UKSI underscores our dedication to supporting the UK’s high-performance sports community. We look forward to continuing our collaboration, focusing on innovation and sustainability.”
As the partnership continues, Kukri and UKSI are committed to developing advanced kit solutions that meet the evolving needs of support staff, ensuring excellence in performance and environmental responsibility.
UK Sport Institute
The UK Sports Institute (UKSI) provides outstanding support that enables Olympic and Paralympic sports and athletes to excel. The UKSI is the largest single provider of world-class science, medicine, technology, data and engineering services within the sport sector to Olympic and Paralympic sports in the UK.
At Kukri Sports, we pride ourselves on being more than just a sportswear provider. We believe in building lasting partnerships that extend beyond supplying high-quality apparel. One of our core values is to add meaningful value to our collaborations, whether through community involvement, educational initiatives, or fostering young talent.
Recently, we had the privilege of visiting our valued partner, Reigate Grammar School, to deliver an insightful lecture to students offering a real-life example of how a global sportswear brand puts sustainability and ethical practices into action. The session explored Kukri’s five key CSR pillars—Reuse, Reduce, Recycle, Responsible, and Review—demonstrating how the company minimises its environmental impact, supports workers’ rights, and engages with local communities. Designed to inspire the next generation, the presentation gave students valuable insight into how businesses can balance profit with purpose and contribute positively to society and the planet.
“We are proud to partner with Reigate Grammar School and support their students’ development by sharing industry knowledge and insights. It’s fantastic to see schools like Reigate Grammar prioritising education beyond the classroom and valuing real-world experiences,” said Josh Beal, Sales Director at Kukri Sports.
Why Added Value Matters
In today’s competitive landscape, schools are increasingly looking to partner with brands that go beyond just providing a product. The concept of added value has become integral in the decision-making process for educational institutions seeking long-term partnerships. Schools like Reigate Grammar are looking for brands that invest in their students’ personal and professional growth, giving them opportunities to learn, develop skills, and gain industry insight.
At Kukri Sports, we are committed to delivering more than just exceptional sportswear. Our collaboration with Reigate Grammar School exemplifies this philosophy. By offering our industry knowledge and insights through our presentation, we aimed to inspire students to think creatively about the world of sports and beyond.
Empowering the Future
We firmly believe that nurturing young minds and helping them gain a deeper understanding of the sportswear sector is an investment in the future. We value the opportunity to work alongside progressive schools like Reigate Grammar, where the emphasis on holistic student development aligns with our own brand ethos.
Through initiatives like this, Kukri Sports continues to demonstrate that we are more than just a brand – we are partners in education, inspiration, and community development. We look forward to building on this partnership and supporting the next generation of leaders and innovators in the sports industry.
Paralympic Icon Hannah Cockroft Joins Kukri Sports as New Ambassador
United Kingdom
Kukri Sports is thrilled to welcome one of Britain’s most decorated para-athletes, Hannah Cockroft, as its newest brand ambassador, reinforcing the brand’s commitment to inclusivity, performance and empowering athletes at every level.
A Shared Vision of Inclusion and Excellence
A nine-time Paralympic champion, multiple world-record holder and trailblazer in para-sport, Hannah has been a dominant force in wheelchair racing since making her debut for Great Britain at the age of 18.
Her career has long been connected to the national athletics system in the UK, including events supported by England Athletics and British Athletics. Through domestic competitions, talent pathways and advocacy for para-athletes, Hannah has been a visible and vocal figure across the athletics landscape.
As the official kit provider for England Athletics, Kukri has championed athletes like Hannah from grassroots through to elite level. This includes proud support for the Youth Talent Programme, which plays a vital role in developing young athletes, both able-bodied and para, as part of the England Athletics talent pathway.
This shared, inclusive approach reflects Kukri’s belief in championing potential across all disciplines, ensuring the next generation of stars has access to opportunity, resources and representation to help fulfil their potential.
“The First Kit Provider to Join My Team in 17 Years”
“Having the opportunity to be an ambassador for Kukri Sports is incredible – they’re the first kit provider to join my team in 17 years,” Hannah said.
“It means so much to me that they’re supporting a para-athlete, a group who are so often overlooked.
“I find it amazing that Kukri supports athletes at all levels, because the grassroots element is so often ignored, so to be able to work with a brand who have the same values as me makes me feel proud.
“I’m excited to work on developing the perfect kit for me, to gain new experiences, and to be part of something bigger than just sport.”
The announcement follows Kukri’s partnership extension with Team England, where they will continue as the official kit supplier through to the 2026 Commonwealth Games in Scotland.
A Legacy of Dominance on the Global Stage
Nicknamed ‘Hurricane Hannah’ for her explosive power on the track, Hannah has delivered landmark moments throughout her illustrious career. She made her paralympic debut at the London 2012 Olympic Games, capturing gold in the T34 100m and 200m events, while setting two new paralympic records in the process.
Her dominance continued with triple gold at the 2016 Rio Olympics and double gold in the 2024 Paralympic Games, bringing her paralympic gold medal tally to nine. She is also the most decorated British athlete in WorldChampionship history, with 16 titles to her name.
Currently, she holds the T34 world records for 100m, 200m, 400m, 800m and 1500m—an unprecedented feat. In 2022, Hannah was appointed OBE in the King’s New Year Honours followed by CBE in last year’s New Year Honours list, recognising not only her sporting excellence but her tireless advocacy for inclusion and representation in sport.
She was also named British Sportswoman of the Year by the Sports Journalists’ Association in 2017, the first para-athlete to ever receive the award in its 57-year history.
Cockroft has been a proud member of Team England, famously leading a 1-2-3 finish in the T34 100m at the 2022 Commonwealth Games in Birmingham. Kukri’s ongoing partnership with Team England ensures elite athletes like Hannah are equipped to perform at their best on the global stage.
On Track For 2025
Hannah’s 2025 season is already off to a promising start. She recently kicked things off with a 10-day training camp in Switzerland, where she also opened her competitive season.
“I’m currently in Switzerland, where I’ve been on a 10-day training camp before my season opener last weekend,” she shared. “Although there were no records broken, I set World Lead times in the 1000m, 400m and 800m events, so it’s a good place to start.”
With two more meets to go before returning to the UK next week, Hannah has had a busy few days and is laying strong foundations for what promises to be another standout year.
New Goals, Same Drive
Looking ahead, Cockroft is focused on defending her world titles at the 2025 World Para Athletics Championships in New Delhi this September and is already laying the groundwork for a historic fifth Paralympic Games appearance at Los Angeles 2028.
“I still have things I want to achieve”, she said.
“I’d love to hold the Paralympic, World, European and Commonwealth titles all at once, and I really believe I can be the first T34 woman to break 16 seconds in the 100m event. “
Empowering the Next Generation
Hannah’s passion for her sports extends well beyond competition. A champion for inclusion and accessibility, she regularly runs ‘come and try’ days for aspiring athletes, holds coaching qualifications, and uses her platform to advocate for better visibility and resources for para-sport.
“When I was growing up, it was so hard to even find out how to get involved in para-sport,” she explained.
“That’s why I try to give back, to make it easier for the next generation to discover what’s possible.
“Of course, we’re still lagging behind in many areas, from sponsorship and funding to spectator sport outside of Paralympic years, but I think opportunity has grown and that’s the most important place to start, as more champions coming through will hopefully then bring the rest with it.”
From the training track to the world’s biggest stage, having the right kit is crucial, and Hannah knows how vital those details are.
“In wheelchair racing, we put so much effort into aerodynamics and speed, so I like my kit to be close fitting, comfortable and doesn’t distract me at the start of a race.”
Standing Together for a More Inclusive Future
As Kukri continues to strengthen its commitment to inclusive sport, the partnership with Hannah marks another significant step forward in championing para-athletes.
“We’re incredibly proud to welcome Hannah to the Kukri family,” said Andrew Ronnie, Group CEO at Kukri Sports.
“She’s not only one of Britain’s most successful athletes, but also a passionate advocate for inclusion and the growth of para-sport. Her values align perfectly with ours, and we’re excited to support her journey and work with her to achieve her mission.”
With shared values of performance, representation and opportunity at every level of sport, the partnership between Kukri Sports and Hannah Cockroft is set to empower the next generation of athletes, on and off the track.
As preparations begin for this year’s World Para Athletics Championships and beyond, Kukri is proud to stand alongside Hannah in her pursuit of even more excellence and in shaping a more inclusive future for sport.
United Kingdom
Login / Register
