video Adidas Behind The All Blacks Jersey Design Pt. 2 Advert 2023 • The black jersey is a symbol, an identity, and more. Hear what it means to the All Blacks as we near the showdown in France.
Packed with leading technical innovations and built upon All Blacks’ insights and testing feedback, it is designed to enable play at the highest level. Assisting with developing the adidas New Zealand Rugby 2023 Rugby World Cup Kit is Fey The Wolf – an emerging Parisian-based street-style designer known for his distinctive and creative use of the colour black.
Working closely with current All Blacks players, Fey The Wolf and the adidas design team created a kit that is centred around the significance of the New Zealand silver fern – which holds deep, cultural meaning to all New Zealanders and the Māori community as a symbol of strength, resilience, and enduring power.
At the heart of the on-pitch jersey is an emblem made up of 14 differently-sized ferns - to signify the diversity and different experiences of the current squad. Completing the emblem, the team's crest acts as the 15th fern, with each facing inwards to create the “USO” mark; a Samoan term that means brother, in honour of the bond between the All Blacks.
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