FANATICS x NZ RUGBY

Creative Direction + Copy

Sports supporter gear ads generally follow the same formula in Australia: Athlete awkwardly models something they don’t want to wear, but are contractually obliged too.

For the launch of the New Zealand Rugby’s 2025 fan range, we wanted to give the brief a little more love. We leaned into a simple truth; The All Black’s & Silver Fearn’s are New Zealand’s national identity. Every athlete is a fan first.

Whether they’re on the field or in the stands, Kiwi’s ride every hit, high, and heartbreak together. There are few sporting cultures that run deeper.