adidas’ 2015 Super Rugby range is all about connecting the intensity of the on-field players’ effort they put into every moment of training or game, and their time spent having fun and relaxing off the field.
We needed to deliver a product and campaign launch that showed the NZ Super Rugby fans their heroes in an atypical, off the field mode, kicking back, having fun. And what to wear while doing it. We wanted them pumped and excited to embrace their own “Off” moments as much as their “On” in the perfect apparel that lets them support their hero teams.
The campaign launched through print, digital, retail and social to coincide with the kick-off to the 2015 Super Rugby season. We also created a promotion where fans could share their #BestOnBestOff moments with the world, where the most inventive, interesting and incredible posts earned themselves a VIP spot on adidas’ social media and the chance to win amazing prizes.