Adidas & New Zealand Rugby unveil All Blacks Rugby World Cup kit

Assisting with designing the Adidas New Zealand Rugby 2023 Rugby World Cup kit is Fey The Wolf – an emerging Parisian-based street-style designer, who is known for his distinctive and creative use of the colour black. Working closely with current All Blacks players, Fey The Wolf and the Adidas design team created a kit that is centred around the significance of the New Zealand silver fern – which holds deep, cultural meaning to all New Zealanders and the Maori community as a symbol of strength, resilience, and enduring power.

Celebrating this element of All Blacks culture alongside that of the 2023 Rugby World Cup home nation, the shirt interweaves the rounded edges found on fronds’ in France into the silver fern design found on the new jerseys. Printed across the replica and on-pitch jerseys, the fern’s outline is made via a bold single continuous stroke in a nod to the understanding that players never own the jersey – instead protecting it and passing it along to the next generation; creating one continuous line of guardianship.

At the heart of the on-pitch jersey is an emblem made up of 14 differently sized ferns - to signify the diversity and differing experience of the current squad. Completing the emblem, the crest of the team acts as the 15^th fern, with each facing inwards to create the USO mark; a Samoan term, meaning brother; honouring the bond between the All Blacks.

“This is a massive year for us as we travel to France seeking our fourth Rugby World Cup title, in what is, arguably, the most fiercely contested tournament in living memory. The jersey is so important, not only to us as players, but to all New Zealanders around the world – so to have the opportunity to talk through what the jersey and the fern means to us as a nation with Fey The Wolf, and be a part of that creative process, was a really unique experience,” Aaron Smith, scrum half for the All Blacks, said.

“The All Blacks are one of the most iconic sports teams worldwide – so it’s a great honour for us as a brand, to design and showcase to the world our seventh Adidas All Blacks Rugby World Cup kit. In what is poised to be a huge year for the men’s game, we’re excited to bring something new and fresh to this year’s design,” Matt Fielding, Adidas - category director of Fields Sports, said.

“There is no more iconic jersey in sport, so it was an incredible privilege to be entrusted with reimagining it for this moment. Central to my approach was to encapsulate what the fern means to New Zealanders of all backgrounds and to help, I was lucky enough to spend time with members of the squad, which provided valuable insight. What stood out to me most, is the sense of guardianship. That the jersey is never owned but passed on to create a continuous line. This was a true jumping off point when starting the creative process – and the responsibility I too carry,” Fey The Wolf, designer, said.

Fibre2Fashion News Desk (RR)