adidas — Māori All Blacks Jersey Launch

MAKE YOUR MARK

CLIENT : adidas
BRIEF : adidas x MĀORI ALL BLACKS JERSEY
IDEA : MAKE YOUR MARK

The unique figurative meaning of the whakataukī behind the new Māori All Blacks jersey is to not judge a book by its cover. A powerful statement for the team as they’re often looked at as a lesser version of the All Blacks. But this couldn’t be further from the truth. The Māori All Blacks is a formidable side that highlights the strength of our indigenous culture in Aotearoa New Zealand.

So to launch the new 2022 Māori All Blacks jersey, we wanted to use the opportunity to tell a deeper story behind the team. Not just the jersey but the story and history of the jersey. We did this by drawing on the  traditional means of storytelling in the Māori culture - Whakairo.

WORKING with DIRECTOR robin walters, whose father is the most capped māori all black player and talented whakairo artist, meant we could layer in so much meaning and humanity into such a simple concept.

being able to bring THAT level of humanity and nuance to the storytelling meant everything to us.

Merging photography and the jersey designs, we created a wet-plate inspired aesthetic which allowed us to evoke the history of the jersey but in a contemporary way.

MAKE YOUR MARK

WORKING with DIRECTOR robin walters, whose father is the most capped māori all black player and talented whakairo artist, meant we could layer in so much meaning and humanity into such a simple concept.

being able to bring THAT level of humanity and nuance to the storytelling meant everything to us.

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