Iris Worldwide Sydney has created the ‘Alive with Pride’ that tells the stories behind the 2014 adidas Super Rugby jerseys.
The campaign includes a series of collectable posters designed by New Zealand artists that tell the story of the teams and cultural significance of their origins.
The original adidas jersey design is the centrepiece of each poster.
“By adding value with the bigger story of history and meaning behind traditional symbolism, the pride of both players and fans alike extends far beyond the pitch and into the heartland of the provinces,” Adam Daysh, marketing manager for adidas New Zealand, said.
Mike Spirkovski, Iris Sydney’s executive creative director, added: “The artists’ designs reach far back in to the town, the land and the history of place,” he said. “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.”