Adidas releases 'All Blacks Gazelle' shoe for Rugby World Cup

In my little corner of the world where the hobbits live, you don’t see too many huge, flashy, epic brand collabs.

Don’t get me wrong. Our country is brimming with creative innovation.

But it’s nice when we get some cheeky global recognition, too.

When people outside Aotearoa think of our island nation, they usually think of three things: Lord of the Rings, sheep, and the All Blacks.

Those of us who live here know that our rugby team is one of our greatest national treasures, and one of the most successful in sports teams’ history.

We are one of two teams to win three World Cups and we’ve held the #1 spot for 80% of the last twenty years.

One of our most famous, and potentially oldest brand collabs is between the All Blacks and Adidas. The sportswear brand has designed the team's iconic jet-black uniforms for the last 25 years, with this month marking the quarter-century anniversary of the partnership.

And the Three Stripes has honoured this partnership with The All Blacks Gazelle, a limited-edition, sleek black design of one of their most popular shoes on the market right now.

The design of the ‘All Blacks’ Gazelle of course represents our uniforms. The upper is covered in black suede, the Three Stripes are crisp black leather, as are the tongue and heel.

Metallic silver accents adorn the side and the Adidas branding on the tongue, with a special reference to the anniversary on the insole.

The coolest part? Our treasured silver fern symbol is on the heel.

You honestly couldn’t get a more perfect homage to the All Blacks than this.

This collab comes just as the 2024 Rugby Championship is on the horizon, kicking off on August 10th.

So the Gazelle’s release is perfectly capturing an audience waiting in extreme anticipation.

Alongside the shoe, Adidas unveiled the new official on-pitch jersey, its replica fan edition, and a full lifestyle collection. The new jerseys feature the traditional rugby collar reminiscent of our early uniforms. And they're expected to be front and centre during the championship next month.

Obviously, a collaboration like this is beneficial for both brands.

Sports sponsorships and co-branding is a marketing tactic that combines the strengths of each brand for expanded reach, increased credibility, and new product offerings.

It allows brands like Adidas and the All-Blacks to reach more audiences than they could on their own. By leveraging one another’s audiences, they increase customer loyalty for those who have a love of both brands.

In this case, they're combining one of the most popular shoes in fashion culture right now with one of the most well-known and successful sports teams. And they're doing it in the lead-up to one of the most highly anticipated rugby events of the year.

Seems to be a pretty safe bet when it comes to consumer likeability and broad appeal.

What can we learn from this brand collab?

Partner with brands that have strong, recognisable identities and shared values. The All Blacks and Adidas' collaboration is successful because their audiences have quite a bit of overlap. Choose partnerships that feel natural and authentic to both parties.

Timing is everything! Launch collabs and campaigns around significant events related to your target audience. The All Blacks and Adidas released their limited-edition shoe and new jerseys just before this year’s Rugby Championship. This means they can capitalise on the hype and attention surrounding the event.

Design special, limited edition products to celebrate important milestones or achievements. This not only honours your brand’s history and achievements but also creates a sense of urgency and exclusivity. And we all know that can drive sales and increase customer loyalty, as seen with the All-Blacks’ Gazelle shoe.

If these limited-edition shoes sound like a bit of you, you'd better run, not walk.

They’re already almost sold out.

-Sophie, Writer