A new eco-led campaign from Adidas, launched on 17 August, saw the German sportswear giant debut the new All Blacks / Black Fearns rugby kit in partnership with environmental organisation Parley.
The initiative was based on insight that while the famous black jersey is a symbol of pride for New Zealanders, there’s one thing that Kiwis care more about than their national rugby team – the environment. So this season’s new jerseys are made from Primeblue: an Adidas/Parley material made with recycled Parley Ocean Plastic.
The campaign, developed in harness with creative agency Augusto, was led by a fully sustainable event at the Maritime Room in Auckland (where those who attended the live event in person had an opportunity to walk through an immersive digital water tunnel before the jersey was unveil) and a hero 60-second spot.
The campaign also featured a 12-week social plan of stills and stories plus IGTV content.
“Our aim was to bring the All Blacks & Black Ferns together under a common ambition: represent the jersey, and inspire those that come next,” explained Adidas Brand Communications Manager Andy Lane. “Working with Augusto was really important to us as they fully understand the significance of the launch moment, and their storytelling always comes through super clearly. Excited for what will come next.”
Augosto ECD Adam Thompson added: “It’s not everyday you get to work with an iconic brand set on changing the course of sports history, whilst helping to make the world a better place. It’s been a huge privilege for us to work with our clients to help them bring this initiative to life.”
The campaign was created for Adidas’ global rugby unit’s Manager Of Brand Communications Andy Lane, Global Sports Marketers Andrew Money and Luke Breen and Senior Specialist For Trade Marketing (NZ) Sarah Satterthwaite by agency/production company Augusto.
The agency team included Executive Creative Director Adam Thompson, Art Director Marissa Schmidt, Copywriter Mitchell Crowe, Account Director Lauren Oxnam, Senior Account Manager Ivana Mihaljevich, with Director Fernando Hart, Producer Brad Harvey, DOP Sebastian Cort, Editor Kat Kasajima, with motion handled by Kyle Stoffberg, plus Designer James Davison, Production Assistant Lucy Caccioppoli and Photographer Graeme Murray.
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Adidas is a founding member of the environmental organisation ‘Parley for the Oceans’ which is a global collaboration network, founded in 2012 by Cyrill Gutsch, which aims to raise awareness for the beauty and fragility of the Oceans and to inspire and empower diverse groups (from companies and governments, to artists, designers, scientists, innovators and environmentalists) to explore new eco-friendly ways of creating, thinking and living.
Adidas has created and launched several other team partner kits and own-brand products through its Parley partnership such as the annual ‘Run For The Oceans‘ participatory event, a tie-up with Real Madrid and EA Sports’ FIFA and the (former) Team Sky pro cycling outfit.
This new kit launch is also the first time that a Black Ferns jersey has been made bespoke for the team specifically tailored to accommodate the demands of the women’s game.
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