The BNZ Breakers are going back to their roots, unveiling a striking new black-and-white brand identity that draws on the basketball club’s history and New Zealand culture as it looks to reconnect with a new generation of fans.
Developed with new strategic and creative partner Colenso BBDO, the refreshed identity takes a distinctly old-school approach, with a monochromatic look and nostalgic feel designed to put the club’s New Zealand roots back at the centre of its brand.
As the new strategic and creative partner of the BNZ Breakers, Colenso BBDO has been tasked with shaping the next chapter of the basketball franchise – on and off the court.
The partnership reflects a shared belief in the cultural power of basketball and its growing relevance across New Zealand and around the world. For the BNZ Breakers, it marks an opportunity to reconnect with the club’s roots and resonate with the next generation of fans.
As part of the partnership, Colenso developed a new brand identity for the team, in consultation with Haumi.
The new BNZ Breakers identity is grounded in the energy of the moana, expressed through movement and constant change. The ocean is not a barrier, but a pathway. It connects people, places and ideas, shaping how movement and exchange occur over time.
That energy has been distilled into the BNZ Breakers’ new identity to signify the next era of the team, with the refreshed look extending across the club’s branding and new jersey.
“Our goal is to turn the clock back in the best possible way,” said New Zealand Breakers chairman and owner Marc Mitchell.
“That means putting New Zealand, our fans and our basketball culture at the centre of everything we do. This is about getting the fundamentals right again – being proud of who we are, where we come from, and how we show up for our community.”
The new identity forms part of a broader creative campaign from Colenso, which aims to bring the club’s history and ambitions for the future together.
“Every aspect of our brand has been reimagined – from our brand identity and jersey, through to this bold campaign from Colenso,” said BNZ Breakers strategic marketing advisor Leanne Bats.
“Led by the ‘Longshot’ hero film, it represents an important recognition of our proud history, and an ambitious statement about our future.”
The film, voiced by UFC Champion Israel Adesanya, is supported by social and broader campaign activity.
Colenso BBDO CEO Angela Watson said the agency was proud to be working with a team representing New Zealand on the international stage.
“We’re proud to be on the BNZ Breakers’ team,” said Watson. “They represent New Zealand in an international game. As an agency that also competes on the world stage, we’re passionate about helping brands, teams and ideas from Aotearoa win – globally.”
