Adidas unveils All Blacks jersey alongside film via Augusto

The All Blacks RWC 2023™ jersey, created by French artist Fey the Wolf, has been revealed by adidas alongside an awe-inspiring film via Augusto that captures the legacy for every player involved.

When the All Blacks make their debut, they’re given a book with images of the old jerseys, legendary stories, and a few blank pages. Pages left to symbolise how the All Blacks legacy is never finished – it’s simply passed on.

This year, as the All Blacks head to France for the 2023 Rugby World Cup, the current batch of All Blacks have their opportunity to write the next chapter of the team’s illustrious legacy – in a jersey that’s been passed to French artist, Fey the Wolf, to design.

Shot by Brendan Canty, the campaign went live with a 60 second film via Augusto that showed the All Blacks opening up about the legacies they want to leave, and the pressure that comes with trying to live up to expectations. And to continue the thread that Fey started, the film was shot in a French New Wave style with influences from gritty cult classic ‘La Haine’.

The campaign was supported with a wide range of beautiful photography from Aotearoa’s leading street photographer, Tim D, who not only captured the soul of the players, but the heart of the nation who supports the team through and through.

Adam Thompson, Executive Creative Director at Augusto says: “Rugby World Cup campaigns like this are so special to be a part of. You’re not just working with the nation’s prized team, you’re helping grow their incredible legacy. It’s a big responsibility”.

Ivana Mihaljevich, Senior Account Manager adds: “We’ve been working with adidas Rugby for the past 12 years now, and it has been great to continue that legacy through to this Rugby World Cup”.

The All Blacks RWC 2023™ jersey was unveiled at an exclusive global media event on the 28th of June that celebrated the legacy of the team up until this point. And was attended by everyone from former players, to media and influencers, to Hollywood actor and All Blacks superfan, Jason Momoa. An interactive and immersive web experience was set up for international media that couldn’t make the event.

Andy Lane, Senior Manager Brand Communications, says: “Launching an All Blacks jersey is always a special moment, but to do it for a Rugby World Cup jersey is truly an honour. Massive shout out to Augusto and the wider team for adding a stunning new chapter to the rich legacy of adidas x All Blacks storytelling”. 

Rolling out across social, digital and retail, the campaign features individual films that focus on each player’s legacy, and a ‘Behind the Design’ documentary that goes into the jersey’s detail with French artist, Fey the Wolf.


adidas Rugby

Senior Manager Brand Communications: Andy Lane

Brand Manager Communications: Oliver Connelly 


Executive Creative Director: Adam Thompson

Creative: Ben Carroll, Mitchell Crowe

Group Account Director: Lauren Oxnam

Senior Account Manager: Ivana Mihaljevich

Agency Producer: Brad Harvey

Producer: Nikola Vasakova

Director: Brendan Canty

DOP: Fergus Cahill 

Photographer: Tim D

Production Manager: Isabelle Graham

Production Coordinator: Lucy Caccioppoli

Production Assistant: Halina Brooke

Gaffer/Grip: Karl Saunders

1st AD: Luke Wheeler

Art Director: Tane Jarrett

Stylist: Miranda Raman 

Casting: Rec Casting

Post Manager: Zoe Jones

Design: James Davison, Nina Vasiljevic, Katie Curd

Editor: Kat Kasajima

Music composer: Ian Ring

Audio mix: Amy Barber

Grade: Blacksmith TV

NZ PR Agency: Archer Communications

Global PR Agency: H&K Global

Event Agency: SPUR 

Digital agency: Psychoactive

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