Adidas imbues rugby jerseys with deep meaning

The artists' work appears in print ads and a series of posters that will be given to buyers of the jerseys. A lengthy playlist on the brand's YouTube channel delves into the creation of each poster and the meaning and heritage of the rugby teams themselves.

“The artists’ designs reach far back into the town, the land and the history of place,” said Iris Sydney’s executive creative director Mike Spirkovski. “Rugby is entrenched in the New Zealand psyche in a deeply cultural way. We worked incredibly hard and with due diligence to make this campaign meaningful to the teams, their fans and Adidas.”

CREDITS

Agency
Penny Dixon, Managing Director
Mike Spirkovski, Executive Creative Director
Phil Shearer, Copywriter
James Griffiths, Art Director
Roger Dore, Producer
David Fleming, Designer
Josh Penno, Finished Artist
Dan Pankraz, Regional Strategic Director
Angie Laxton, Group Account Director
Courtney Borg, Account Executive

Client
Adam Daysh, Marketing Manager, adidas New Zealand

Artists
Blues – Tony Graystone
Chiefs – Leon Kipa
Hurricanes – Liam Gerrard
Crusaders – Joel Hart
Highlanders – Sarah Larnach
Agent/Producer – Rob Finn

Augusto
Michelle Walshe, Director
Rob Malloch, Account Director
David Cameron, D.O.P
Motion Graphics Design; Tany Caseanu & Shaun Madgwick
Mariano Segedin, Editor
Rebecca Richardson, Producer
Gabe Mueller, Sound