Force of Black

How one piece of cloth can fill entire nations with fear and a tiny island with pride. The black jersey is one of the most recognisable brands in sport. It’s also the most feared in international rugby. For adidas, the challenge was to demonstrate exactly what the All Blacks jersey stands for.

#ForceOfBlack was developed as an embodiment and insight into the legacy, culture and unrelenting dominance this jersey represents.

To continue engagement, we challenged fans to see if they had what it takes to face the Force Of Black and remain upright on a roaring ‘Travelator’ inside an imposing wind tunnel at full-speed. 

In the lead up to the Rugby World Cup, the All Blacks made history by winning all 14 consecutive matches in a row – remaining undefeated throughout the entire season. To celebrate we changed the URL to wwwwwwwwwwwwww.allblacks.com – with each of the 14 ‘w’s’ signifying an All Blacks win. 

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