NZ was bracing itself for an invasion of about 4,000 British Lions fans - affectionately known as the 'Barmy Army', and infamously known for their loud, vocal and colourful support. New Zealanders, while fanatical about rugby, are not great ‘supporters’ and needed encouragement.We decided to brand New Zealand in Black. We would dominate the visual landscape of the country. Our message would be impossible to miss.

Our 200m high ‘Haka Man’ icon could be seen from the air. It could be seen on Auckland’s Skytower. It stood atop islands. It stood on mountains and hilltops. It towered over cities and dominated town squares and public places. It was un-mistakeable. It was un-missable. It was everywhere.The adidas Stand In Black supporters Pack, containing supporter’s scarf, and a multitude of wristbands, tattoos, key chains, stickers & rub downs, stencils and bodypaint, meant that all 4 million New Zealanders became our paramilitary, spreading our message to places we couldn’t even imagine.