In the lead up to the 2023 Rugby World Cup, adidas leveraged its New Zealand Rugby Union (NZRU) apparel partnership by launching the new All Blacks tournament kit via a thoughtful, integrated legacy led campaign with a distinctly French twist.
Rolling out from 26 June – almost three months ahead of the tournament which will be played in France between 8 September and 28 October – the Adidas Rugby campaign included an in-person launch event, social, digital and retail strands.
The launch was developed in harness with creative agency Augusto with PR agencies Archer Communications and H&K Global, plus event agency SPUR and digital agency Psychoactive.
The creative idea revolves around the 2023 Rugby World Cup All Blacks squad having a fresh opportunity to write the next chapter of the team’s titanic legacy – this time wearing a kit co-designed by French artist ‘Fey the Wolf’.
On debut, All Blacks are given a book containing pictures of iconic players, old jerseys, legendary stories and ending with a few blank pages which symbolise how the All Blacks legacy is never finished but rather simply passed on to the next generation who have an opportunity to add their own chapters to the epic story.
The campaign was led by an anchor spot, backed by individual films focusing on each player’s legacy, as well as a ‘Behind the Design’ documentary exploring the detail of the kit design and development detail with ‘Fey the Wolf’.
The 60-second hero film, helmed by Brendan Canty, sees All Blacks opening up about the legacies they want to leave and the pressure that comes with trying to live up to expectations.
The film, which was shot in a French New Wave style with influences from gritty cult classic ‘La Haine’, was initially teased socially on 26 June before landing in full the following day.
The lead films were supported with a set of photographs from Aotearoa street photographer Tim D which seek to capture ‘the soul of the players and the heart of the nation’.
The RWC 2023 jersey itself was unveiled at a global media event held on 28 June which also celebrated the legacy of the team up until now and was attended by former players, members of the mainstream, sports and fashion media, plus a group of influencers and Hollywood actor and All Blacks superfan Jason Momoa. An interactive and immersive web experience was on offer for international media unable to attend the event in person.
adidas and NZRU developed and designed the new kit, which includes new technical innovations, with feedback, insights and testing from players and designers led by emerging Paris-based, street-style designer ‘Fey The Wolf’ who is known for his distinctive and creative use of the colour black.
At the heart of the design is an emblem made up of 14 differently-sized ferns – to signify the diversity and different experiences of the current squad – and the team’s crest acts as the 15th fern – each facing inwards to create the ‘USO’ mark (a Samoan term that means brother, in honour of the bond between the All Blacks).
The executions are linked by the hahstags #impossibleisnothing #adidasRugby #AllBlacks and seek to drive viewers online to http://www.adidas.com/rugby .
Adidas Rugby Senior Manager of Brand Communications Andy Lane stated: “Launching an All Blacks jersey is always a special moment, but to do it for a Rugby World Cup jersey is truly an honour. Massive shout out to Augusto and the wider team for adding a stunning new chapter to the rich legacy of adidas x All Blacks storytelling.”
“Rugby World Cup campaigns like this are so special to be a part of,” said Augusto Executive Creative Director Adam Thompson. “You’re not just working with the nation’s prized team, you’re helping grow their incredible legacy. It’s a big responsibility.”
Augusto Senior Account Manager Ivana Mihaljevich added: “We’ve been working with adidas Rugby for the past 12 years now, and it has been great to continue that legacy through to this Rugby World Cup.”
The campaign was created for adidas Rugby Senior Manager Brand of Communications Andy Lane and Brand Manager of Communications Oliver Connelly by a team led by agency Augusto which included Executive Creative Director Adam Thompson, Creatives Ben Carroll and Mitchell Crowe, Group Account Director Lauren Oxnam, Senior Account Manager Ivana Mihaljevich, Agency Producer Brad Harvey, Producer Nikola Vasakova, Director Brendan Canty, DOP Fergus Cahill, Photographer Tim D, Production Manager Isabelle Graham, Production Coordinator Lucy Caccioppoli,
Production Assistant Halina Brooke, Gaffer/Grip Karl Saunders, 1st AD Luke Wheeler, Art Director Tane Jarrett, Stylist Miranda Raman, Casting Rec Casting, Post Manager Zoe Jones, Designers James Davison, Nina Vasiljevic and Katie Curd, Editor Kat Kasajima, Music Composer Ian Ring and Audio Mixer Amy Barbe, while grade was handled by Blacksmith TV.
The New Zealand PR agency was Archer Communications and the global PR agency was H&K Global, the event agency was SPUR and the digital agency was Psychoactive.
Comment
Follows on from other recent All Blacks activity such as recruitment partner Robert Walters’ 2023 ‘Find Your Incredible’ activation, adidas’ own 2021 ‘Prime Blue’ shirt launch tie-up with Parley for the Oceans, Rebel Sports’ 2019 ‘Godzilla’ NZRU shirt promo, plus Steinlager’s ‘Black Laundry’ and AIG’s ‘This Is For Them’.
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