If you’re predictable,
you’re BEATABLE. SO YOU HAVE TO BREAK PREDICTABLE.

CLIENT : adidas
BRIEF : adidas x ALL BLACKS TRAINING KIT
IDEA : BREAK PREDICTABLE

For the All Blacks, it’s important that you train to be unpredictable to be able to win at the top level. Teams study each other so it’s the players that can go beyond that that succeed.

That’s the energy that we wanted to showcase with the launch of the new All Blacks Training kit. To do so we leaned into digital techniques to recode and break the images to create unpredictable effects to bring our concept to life.