Swag is a word more common in the US than in this corner of the world. It’s a made-to-measure term for athletes with attitude as well as talent; a bit of showmanship to go with the substance. It helps sell the product. When we think of the Lions we like the idea of a bit of swag to go with the occasional success.
Scott Gibbs for example, on the 1997 winning tour to South Africa, the trip that rescued the idea of four countries merging into one and still having a relevance in the newly professionalised game. Or Brian O’Driscoll’s stunning impact on his first tour, in Australia in 2001. George North did the same thing in the same country in 2013.
