adidas Y-3

Two cultures united in one jersey.

When legendary Y-3 fashion icon, Yohji Yamamoto, designed the new All Blacks Rugby World Cup 2019TM jersey, he was inspired by aspects of both Māori and Japanese cultures. So to launch this new jersey to the world, we wove both cultures together in a unique way to tell the story of the mighty All Blacks. 

Our campaign begins with a launch film and continues over a 10 week period as we lead up to the big event, including over 80 bespoke pieces of content across social, instore and outdoor - both in Japan and around the world.




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Awww… look at that, we're besties already.