Hockey India & Capri Sports Launch 'Wear Your Scars' Campaign

By: Women Entrepreneurs Review Team | Tuesday, 18 August 2026

The Sports Women (TSW), an initiative by Capri Sports, in association with Hockey India, has launched ‘Wear Your Scars’. This campaign celebrates the physical marks of elite sport as symbols of resilience, achievement and identity among India’s women hockey players.

Key Highlights:

• Wear Your Scars challenges conventional beauty standards in women’s sport
• The Sports Women and Hockey India spotlight athletes’ scars and injuries
• The campaign coincides with the Women’s FIH Hockey World Cup 2026

Unveiled on August 17, the Wear Your Scars campaign coincides with the 16th Women’s FIH Hockey World Cup in the Netherlands and Belgium. Through fashion-led photography, the campaign puts turf burns, bruises, stitches and scars at the centre of its visual narrative, challenging conventional expectations around women’s appearance.

Rather than concealing or retouching injuries, Hockey India and Capri Sports have backed a visual approach that presents these marks as an integral part of athletes’ sporting journeys. The campaign styles scars almost like jewellery, creating a deliberate contrast between high-fashion aesthetics and the physical demands of professional hockey.

The campaign seeks to shift the conversation around women athletes from appearance and conventional beauty standards towards strength, endurance and performance. It highlights how every mark can represent tackles endured, falls taken, limits pushed and hours spent competing on the turf.

Through ‘Wear Your Scars’, TSW also addresses the societal pressure on women to appear polished, delicate and conventionally beautiful. The campaign contrasts these expectations with the demands of hockey, where athletes must run harder, compete physically and stand their ground.

The campaign's visual storytelling keeps the athletes’ scars visible instead of softening or removing them. By doing so, it reframes injuries and physical marks as badges of participation and achievement rather than imperfections.

TSW unveiled the campaign on Instagram, delivering a digital-first rollout amid global spotlight on the Women’s FIH Hockey World Cup 2026. The initiative forms part of TSW’s wider efforts to change how women’s sport is represented, understood and supported.

Powered by the Capri Sports Foundation, TSW uses storytelling, research and community initiatives to highlight opportunities and challenges within Indian women’s sport. Capri Sports has also expanded its focus on women’s sport through initiatives such as Nova Sports, which aims to develop the next generation of Indian women footballers.

With ‘Wear Your Scars’, the organisation moves beyond conventional sports imagery to offer a more unfiltered portrayal of women competing at the highest level. By treating scars as symbols of effort rather than flaws, the campaign aims to change how women athletes and their bodies are represented in sport and popular culture.