The concept was centred around an icon – the renowned Haka Man – a muscle clad figure in a Haka stance.This symbolises a challenge and is ingrained in NZ culture. By placing this figure in high profile iconic sites, we demanded engagement and created an instant following, enthralling all levels of society.The war cry of the nation was ‘Stand in Black’. Adidas was synonymous with laying the challenge and defeating the enemy.

‘Stand in Black’ gave Adidas outstanding results.Advertising recall was the highest amongst all other sponsors.There was a 35% increase in product sales and 94% unprompted awareness – the highest ever in NZ.Adidas created complete synergy across the NZ population.