Adidas All Blacks – Excellence in series

The relationship between Adidas and the All Blacks, the New Zealand rugby team, is perhaps the best explored by a sponsor. The sports brand has already held numerous activities powering this partnership.

One of the most striking was "Bonded by Blood", in 2006, in the launch of the annual team poster. Adidas, literally, took the athletes’ blood and, of course, after some treatment, used it in the printing of a number of posters that were presented to consumers who purchased a team jersey, leveraging sales, generating buzz and spontaneous media all over the world. It also helped enhance the involvement with the New Zealand people.

More details of this activation, which won several awards at the time, can be seen in the video below.