Activating Creativity

Bringing brands to life across channels and disciplines moves people to action

Hub, October 5, 2009 — When the legendary New Zealand All Blacks rugby team lost unexpectedly at the 2007 Rugby World Cup, its sponsor, Adidas, realized it had an opportunity to restore the team’s close ties with its disenchanted fans and, in the process, make real its own brand purpose.

To do this, Adidas employed a “new world” manifestation of creativity to bring the brand to life for its fans. Specifically, the sports footwear and apparel maker drew from the fans’ deep connection with the ultimate symbol of the All Blacks, their jersey. Adidas made it both the message and medium.