ARU Kit Partner ASICS #StrongerAsOne RWC #GoDominate Jersey Launch

Australian Rugby Union kit partner ASICS began its Rugby World Cup marketing offensive back in June with a launch campaign for the 2015 Wallabies strip called #StrongerTogether.

The push was fronted by a classic, action-led, darkly-lit spot featuring Wallaby players in training.

The central launch film, rolled out in early July to coincide with the 100-day countdown before the tournament kicks off, was supported via the usual social platforms.

The countdown to the Rugby World Cup is on! Check out the @ASICSaustralia RWC campaign video! #StrongerAsOne https://t.co/KOKLzsICGP

— Wallabies (@Wallabies) September 15, 2015

It was supported by outdoor, press executions and digital work and in most formats the campaign assets drive viewers to the digital purchasing platforms and carry the copy: ‘It’s Game Time. Go Dominate It. #ASICSGoDominateIt’

The campaign trumpets the shirt as the ‘most technically innovative Rugby Union jersey developed by ASICS to date’ and heralded its 18-month design programme led by scientists at the ASICS Institute of Sport Science (ISS) in Kobe Japan and supported by Wallabies squad members throughout the process.

A classic, player-led launch event – featuring squad members Stephen Moore, Israel Folau, James Slipper and Bernard Foley – was held at the Allianz Stadium.

‘We are pleased to be able to launch the Wallabies Rugby World Cup 2015 Jersey. We are very proud of this product, and I would like to acknowledge the ASICS team at the ISS behind the development of the Jersey,’ explained ASICS Oceania managing director Allan Russell at the launch.

‘It is incredible to see the evolution of sportswear that is not only designed to enhance performance but proudly still embodies the true value and tradition of the Australia’s national Rugby Union team, the Wallabies.’

‘When you see the detail and the research that the scientists at ASICS put into developing this Jersey specifically for our World Cup campaign it gives you confidence that you are wearing the best and most advanced jersey,’ added Wallabies hooker Stephen Moore at the launch event.

While the PR around the jersey claimed it is lighter, stronger, more ergonomically fitted and harder to grab than previous Wallabies jerseys.

Perhaps a more interest sport from the sports apparel brand, which is the Official Performance Apparel and Footwear of the Qantas Wallabies, was a short docu-film released at the start of the tournament about how it created a pair of whopping size 19 boots for giant Wallabies Lock Will Skelton.

This online video emphasises the challenges Skelton has faced in terms of playing with poorly-fitting boots in the past and showcases the methodology and technology ASICS used to create a bespoke boot for him at the Rugby World Cup.

This bespoke boot was created through 2014 after the Australian Rugby Union approached ASICS – who previously had not make size 19s.

Comment

ASICS, best known in the running category, took a distinctly vanilla approach to this launch activity.

Even the campaign title #StrongerTogether feels generic.

The kit launch film is fairly standard and without a conceptual theme, a fresh platform of a unique creative asset, the campaign will struggle to cut through amidst the tidal wave of rugby activation across the world.

Indeed, the activity doesn’t seem to have a central thread idea that is linking through the duration of the tournament itself.

Perhaps this might have something to do with the initially critical reaction to the jersey following its launch?

Many Australian rugby fans were typically blunt in their comments.

‘I could have drunk a case of pineapple cruisers and eaten a mid-2000s Australia one day shirt and vomited out something better. Disgraceful,’ commented one fan on rugby site Green and Gold Rugby.

‘It’s a little bit 90s pyjamas odi cricket and a little bit tennis t shirt. Nothing particularly rugby about it. It’d make a decent Hookeyroos jersey, but it’s not a wallabies jersey,’ scolded another.

‘That’s a shocker! Looks like something you’d get for free if you buy two cartons of XXXX and then send away your bar codes,’ was a further option.

Links

ASICS Wallabies Site:

http://www.asics.com.au/cat/wallabiesrwc

ASICS Australia YouTube:

https://twitter.com/ASICSaustralia

ASICS Australia Facebook:

https://www.facebook.com/ASICSEUROPE?brand_redir=107538159288000

ASICS Australia Instagram:

https://instagram.com/asicsaustralia

ASICS Australia Pinterest:

https://www.pinterest.com/asicsaustralia/