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Strength, Your Way: Jaime Chapman on Redefining Strength with Rockwear
- Emma Andriessen
- 18 hours ago
- 4 min read
Rockwear Strength Your Way
Strength has never been a one-size-fits-all concept and in 2026, Australian activewear brand Rockwear is making that message louder than ever.
Launching its new campaign Strength, Your Way, Rockwear is shifting the conversation away from performance metrics and perfection, and toward confidence, individuality and real-life movement. Fronted by NRLW stars Jaime Chapman and Shaylee Bent, the campaign explores how women define strength in their own lives on the field, in the gym, and well beyond it.
To dig deeper into that conversation, Emma Andriessen spoke with Rockwear ambassador Jaime Chapman about mindset, movement, and why redefining strength matters more than ever for women today.
Strength, Your Way is a powerful phrase. What does strength personally mean to you outside of elite sport?
Strength is being your authentic self. It’s showing up when you don’t want to, being strong in knowing who you are, and being proud of that.
Do you think the definition of strength for women has changed in recent years, particularly in high-performance environments?
Definitely. The women’s game has grown so fast. When I was five years old, I was playing in teams with boys the NRLW didn’t even exist. Now young girls can look up to NRLW athletes as role models, and that’s really special.
There’s still a lot of diet culture messaging telling women to shrink themselves. What are your thoughts on that?
Women need nutrients and food. Our bodies do so much for us. As athletes, we need to fuel ourselves properly to perform. But even outside sport, fuelling your body so you feel energised and can get through everyday life is really important. The diet culture trend isn’t positive and it affects a lot of women.
Rockwear’s campaign highlights supporting women across different movement styles. How important is that?
Rockwear covers every sport and provides support through sports bras and activewear. Having a brand that can support you through whatever movement you choose whether that’s high-impact training or something gentler is amazing.
It’s great to have a versatile activewear collection that is both function and makes you feel confident no matter the activity.
What would you say to women who feel guilty for not always training at maximum intensity?
Showing up in any way is still showing up. It doesn’t have to be intense workouts all the time. Even going for a walk is showing up for yourself and it releases happy chemicals in the brain.
Elite sport comes with pressure. How do you manage performance expectations while protecting your sense of self?
I keep a very small circle of people around me. Pressure from the coach is respected, but outside noise doesn’t affect performance. Anyone outside that circle doesn’t really matter.
What role does mindset play on the tougher days?
Being a role model for the younger generation is important. Showing up and demonstrating what it means to be a professional athlete is part of the job.
Has redefining success helped you stay grounded, especially during challenging periods?
Yes. In 2025, I had an injury-heavy year. Success wasn’t about playing it was about showing up, completing rehab programs, eating well, fuelling my body properly, and being the healthiest version of myself possible even when I couldn’t be on the field.
How do you use nutrition to support recovery from injury?
When you’re injured, the body works harder to fix itself. Staying hydrated and eating well nutrients, protein, carbohydrates all give the body the best chance to recover and get back on the field.
Community is a big part of the Strength, Your Way campaign. How has support shaped your journey?
You can’t be what you can’t see. For young girls, seeing strong, powerful women representing Rockwear gives them something to look up to and strive for. When women come together with mentorship and shared goals, it’s incredibly powerful.
If you could leave young women with one message about strength, what would it be?
Strength isn’t always loud it can be quiet. It’s choosing yourself, protecting your pace, and knowing you don’t have to prove your strength to anyone. Keeping our bodies and minds strong creates a powerful generation coming through.
Sydney Chic Takeaway
Through Strength, Your Way, Rockwear is reframing strength as something deeply personal not defined by intensity, size or comparison, but by confidence, nourishment and showing up in a way that feels right.
This is strength on your terms.
Further Information
The campaign aligns with Rockwear's International Women's Day celebrations, featuring Chapman and Bent at the brand's event in Sydney on Friday, 6 March. In line with the global International Women's Day theme Give to Gain, the morning will unite women from sports, media, and the community for activities, discussions, and networking. Chapman and Bent will share insights on strength, leadership, and supporting other women both on and off the field.
Chapman and Bent are joined by Australian hurdler Bella Guthrie, a proud Dunghutti woman and one of the country’s rising athletics talents, and Charlotte Barge, a Sydney-based Pilates instructor known for helping women build strength through mindful, balanced movement. Together, the ambassadors reflect the many ways strength shows up in women’s lives, from elite sport to everyday movement.
About Emma Andriessen
Emma Andriessen is a degree-qualified nutritionist and founder of Enzy Nourish. She is passionate about ditching diet culture and helping people build a healthier, more joyful relationship with food. Whether you're fuelling your gym sessions, supporting an active lifestyle, or simply looking to eat well without the overwhelm, Emma shares practical nutrition tips and real-food inspiration to help you nourish your body and perform at your best.
