The All Blacks are the jewel in the crown for Adidas Rugby, but this has meant their brand has always felt disparate and one-sided. It was time to unify their rugby marketing across all their international markets with a new global positioning campaign. Bring in ‘Next is Everything’ - a shared
mentality by players far and wide that attempts to shed rugby’s traditional focus on the past. Launching with a 60” hero spot, the campaign continues with an ongoing series of social videos and imagery imagining what’s next for the most influential players in the game.