New All Black kit is a 'winner'

NEWS: New Zealand has unveiled the All Blacks’ World Cup kit.

Packed with leading technical innovations and built upon All Black players’ insights and testing feedback, it is designed to enable play at the highest level.

The result is a jersey that includes ergonomic side panels in the abdominal area for a tight, three-dimensional fit, and for extra compression around the body’s upper, the on-pitch jersey comes in a bias cut.

Assisting with designing the New Zealand 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.

The kit is centred around the significance of the New Zealand silver fern – which holds deep, cultural meaning to all New Zealanders and the Māori community as a symbol of strength, resilience, and enduring power.

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Ready for the world stage. Our 2023 Rugby World Cup jersey 😤#AllBlacks #RWC2023 #adidas pic.twitter.com/RLloiZUUGv

— All Blacks (@AllBlacks) June 28, 2023

What they said

Scrumhalf Aaron Smith: “This is a massive year for us as we travel to France seeking our fourth 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.”

Fey The Wolf, Designer: “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.”