In 2007, the adidas All Black campaign theme was about the one thing all Kiwis share – the ground beneath their feet. It has special significance to Maori and Pakeha (European New Zealander) alike – historically and spiritually. And any rugby player will tell you the power of playing on your home ground.

There was huge PR on National TV and in national and regional Press. Nationwide, we had huge participation at the ‘turf gathering’ events, and a best ever year for sales of adidas All Blacks Jerseys.

A poster showed the All Blacks summoning the energy from their New Zealand’s ancestors buried beneath the earth. Outdoor billboard/adshel/bus sides extended this spiritual theme. A TV spot showed the All Blacks cutting sections of turf from their home grounds. These formed a patchwork pitch on which the All Blacks performed a haka. Home soil on foreign land. We collected the earth from every NZ rugby ground ever played on by an All Black, and a capsule of the earth travelled to France with the team. The campaign was activated at POS and on the web via an Of This Earth microsite.

The adidas All Blacks sponsorship is all about furthering a deep bond and connection between fan and team. This grass roots, hallowed earth campaign, did exactly that.