When you've been repping the game for three decades, you learn that rugby’s real magic doesn’t just live on the field. It lives in the fans. For the 2026 Super Rugby season, Classic Sportswear weren’t just launching a new jersey range…they were marking a legacy. So, we helped them do it the best way we know how…
With a campaign stitched together from pride, rituals, nostalgia, and a few backyard goose steps along the way.
Classic wanted to mark 30 years of Super Rugby with a campaign that went bigger than merch… something that stitched the brand into the real rituals of Kiwi fandom. So, we dug into what Super Rugby truly means to people, beyond the line breaks and post-match interviews. It’s the backyard goose step practice with Dad, early morning grassroots footy, half-time oranges, Kiwi onion dip while the game’s on, and Mum’s week to wash the jerseys. From those insights came a fully integrated campaign platform…The Fabric of New Zealand.
At the centre was a hero TVC that followed fans beyond the final whistle, from driveways to dairy runs paired with club specific edits, and film strip inspired posters rolled out nationwide - all shot in house by the Boxer team.
The result? A campaign that celebrated the fans who never clock off, and proved that while players change, rugby (and the people who love it) remain.
