The South Africa Rugby Union and the sportswear brand launched the new Springboks’ ‘Unstoppable’ jersey – for the 2019 Rugby World Cup – with parallel multi-channel campaigns spanning a traditional launch event, PR work, digital and social creative and a spearhead spot.
The new kit, designed and manufactured by SA Rugby’s official apparel and footwear sponsor ASICS, features an array of high-tech features which aim to offer the stars in green and gold an edge at this Autumn’s Rugby World Cup in Japan.
ASICS asked the players themselves about their needs and requirements in order to give the whole squad a on-field advantage and the unifying thread which tied player opinion together was that they don’t want to be restricted by anything and want to feel “unstoppable”.
The jersey was teased socially from mid April across SARU and ASICS channels,
What is the difference? Find out on 25/04/2019#MoveAsOne #ASICSRugby #LoveRugby pic.twitter.com/p6M4eHFJLR
— ASICS Rugby (@ASICSRugby) April 15, 2019
One Jersey. One Nation.#MoveAsOne #ASICSRugby #LoveRugby pic.twitter.com/QvXd22OWWX
— ASICS Rugby (@ASICSRugby) April 19, 2019
The all-new @Springboks Jersey. See it here first on 25 April 2019. #MoveAsOne #ASICSRugby #LoveRugby pic.twitter.com/5NKEIGUh6J
— ASICS Rugby (@ASICSRugby) April 17, 2019
before the 25 April official launch event and accompanying reveal creative.
REVEALED! The Boks will be wearing an “unstoppable” jersey, designed and manufactured by SA Rugby’s official apparel and footwear sponsor ASICS, at the Rugby World Cup in Japan later this year. Find out more here: https://t.co/3ipItj0AUu pic.twitter.com/sNOfr2sGVp
— Springboks (@Springboks) April 25, 2019
In the sportswear brand’s Japanese development labs, ASICS worked with the Boks squad and tested at least 10 different versions of the jersey using 30 different fabrics.
With 30 different fabrics, testing at the lab with the Springboks, the new ASICS jerseys feature the technological advancements to give the @Springboks the edge over their opposition with their own unique characteristics and features.#MoveAsOne #ASICSRugby #LoveRugby @ASICS_ZA pic.twitter.com/CpXqJe5xc8
— ASICS Rugby (@ASICSRugby) April 25, 2019
As well as the union’s jersey launch event and supporting content, ASICS rolled out a new brand film called ‘What Is The Difference?’ which provides an insiders’ perspective on the dedication, focus and sacrifice required to be an international rugby union player representing your country on the sport’s biggest stage.
This one, your one, my one.
Introducing the new @Springboks Jersey for 2019.#MoveAsOne #ASICSRugby #LoveRugby pic.twitter.com/NzVZYuDdy7— ASICS Rugby (@ASICSRugby) April 25, 2019
The new Springbok jersey, which officially went on sale on 26 April, was designed with a set of unique features which claim to compliment the playing style and technical requirements of the Springbok team.
“I don’t want to be restricted by anything when playing,” said Springbok test centurion Tendai Mtawarira.
“The jersey is the perfect balance between fast and strong – and it’s challenging to reach that. ASICS have produced a jersey that not only meets but surpasses expectations of what we wear on the pitch.”
Thus, basing their design and development process on this feedback and in-game analysis, ASICS created an ‘Unstoppable’ jersey.
The shirt avoids both loose fitting areas and unnecessary tightness and features:
· Durable iconic collar
· Fabric is lighter and thinner
· Grip print for ball catching and carrying
· Stretch material feature to provide the anti-grab and easy escape
· Stretch side panel & under arm gusset placed for the mobility of arms
· Side seam for strong binding
· Special pattern for players based on 3D measurement and fitting
The kit also draws inspiration from the traditional olive green and gold home kit look which the Springboks wore when winning the 1995 Rugby World Cup and in line with World Rugby’s playing apparel commercial requirements, the Springbok emblem moves to the left sleeve of the jersey, while the South African national King Protea emblem, plus the ASICS logo and the RWC branding are on the front.
Alistair Cameron, President and CEO of ASICS Europe, Middle East and Africa, said: “The launch of the new Springbok jersey is a chance for us to further expand brand awareness and exposure within the South African market, while continuing to support the Springboks in their quest to become the No 1 rugby side in the world on the biggest stage world rugby has to offer.”
“It’s a momentous year as the Springboks aim to win our third World Cup in Japan,” said Jurie Roux, CEO of SA Rugby.
“Every little detail counts and that includes all the focus and effort put in by ASICS into making this the most advanced jersey for the Boks to wear in Japan and support them in their quest to reach their goal.”
Comment:
While the kit went on sale in South Africa from 26 April, it won’t be available in other global markets until June 2019.
This launch phase of the shirt campaign will be followed later in the year – closer to the September to November Rugby World Cup – with further ASICS marketing work which will include a series of tongue-in-cheek videos aimed at helping visitors to Japan as well as supporters watching from home to get insights into local customs and traditions featuring some of your favourite Springbok players.
The Springboks open their Rugby World Cup campaign against New Zealand on 21 September 2019.
This jersey launch work follows in the footsteps of some other standout rugby kit launch campaigns from ASICS in recent years: one of our favourites was 2018 ‘Travelling Salesman’ comic campaign for the Wallabies (see case study).
Links:
ASICS
https://www.instagram.com/asicseurope/
https://twitter.com/ASICSRugby
https://www.youtube.com/asicsglobal
SARU
https://twitter.com/Springboks
https://www.facebook.com/springboks
https://www.instagram.com/bokrugby/
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