Late May saw ASICS launch the new Wallabies jersey for the 2019 Rugby World Cup and roll out a new rugby campaign called ‘Move As One’.
Developed in tandem with agency Fell + Company (with PR and event production by the Lampoon Group), the campaign offers an inside peek into the dedication, focus and then sacrifice needed for elite professional rugby players to represent their nation on rugby’s biggest stage of all.
One Jersey. One Nation. Introducing the all-new Wallabies Jersey. https://t.co/Gby5gYin07@qantaswallabies #RWC19 #MoveAsOne pic.twitter.com/KWRv6D34Mw
— ASICS Australia (@ASICSaustralia) May 29, 2019
The launch activation was teased socially,
The all-new Wallabies Jersey. See it here first on 29 May 2019. #MoveAsOne #ASICSRugby @qantaswallabies pic.twitter.com/vYGFqcSXvi
— ASICS Australia (@ASICSaustralia) May 28, 2019
ahead of the big reveal at a Sydney launch events hosted by members of the Wallabies squad including Michael Hooper, Ned Hanigan, Samu Kerevi, Jake Gordon, Nick Phipps, Lukhan Salakaia-Loto and Bernard Foley.
The new ASICS jersey comes in the traditional Australian Rugby gold colour with a green collar, and offers technological advancements in fabric, fit and durability.
According to the sportswear brand, a series of design elements have been included in the kit to match the playing style and technical requirements of the current Wallabies side.
A closer look at our @qantaswallabies jersey launch event #MoveAsOne pic.twitter.com/VHXOLHf8DI
— ASICS Australia (@ASICSaustralia) May 30, 2019
All the pics from the #RWC2019 Jersey Launch.
GALLERY: https://t.co/qYfQjRlFLy#GoldBlooded pic.twitter.com/Xm1i9OvYWR
— Qantas Wallabies (@qantaswallabies) May 29, 2019
The campaign’s spearhead spot debuted at the event.
and was immediately amplified across its online channels,
When one moves, we all MOVE AS ONE. https://t.co/3Z66NWwEAb@qantaswallabies #RWC19 #MoveAsOne #ASICSRugby pic.twitter.com/0YsNA8OsVm
— ASICS Australia (@ASICSaustralia) May 29, 2019
All the campaign content aims to drive support for the Wallabies and drive viewers to the apparel brand’s online purchasing platform at https://asics.tv/2McmcIM
“The jersey is an excellent balance between fast and strong. ASICS have achieved the most technologically advanced jersey to help give our boys the advantage in Japan,” commented Bernard Foley at the launch.
Mark Brunton, managing director of ASICS Oceania added: “We are thrilled to be able to launch the new jersey for the Wallabies. Years of research, development and feedback from players have gone in to making this jersey and we can’t wait to see the team take the field wearing it in September.”
While Rugby Australia CEO Raelene Castle commented: “ASICS have put a great amount of detail and focus into the jersey and it will help give the team an edge in what is sure to be a very competitive tournament. “I know the Wallabies are very excited to pull on the jersey when they run out in Japan and just how desperate they are to make all Australians proud.”
Comment:
The Wallabies, who open their Rugby World Cup 2019 campaign against Fiji on 21 September, launched their kit campaign after ASICS’ Springbok’s #Unstoppable South Africa Rugby Union World Cup jersey launch in late April (see case study).
This World Cup kit launch campaign follows on from previous ASICS Global work around the Wallabies and the Springboks by Fell + Company in October and November of 2018 called ‘The Art Of Movement’ which was led by a digital commercial documentary
While among the Activative team’s favourite ASICS’ Wallabies kit campaigns was its ‘Travelling Salesman’ mockumentary from 2018 (see case study).
Links:
Asics
https://twitter.com/ASICSaustralia
https://www.youtube.com/user/asicsoceania
https://www.facebook.com/ASICS
https://www.instagram.com/ASICSAustralia/
https://www.pinterest.com/ASICSAustralia/
Fell + Company
Lampoon Group
Rugby Australia
https://twitter.com/rugbycomau
https://www.facebook.com/rugbycomau
https://www.instagram.com/rugbycomau/
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