25 Years

To celebrate 25 years of partnership with one of the most revered teams in world rugby, adidas created an All Blacks jersey to mark the occasion. To mark this occasion, we brought together icons from throughout the years to create something equally as iconic: a classic rugby team photo. The campaign launched with a hero film and an iconic poster of the players coming together. In the same room. In one photograph. For the first time. We then supported this moment with 10 films of individual players across the 25 year window talking about the pressure they’ve faced over the span of their career. As well as beautiful portraiture that ran across social, digital and retail.