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The All Blacks have unveiled their jersey for the World Cup, and unlike the muted reception to the Wallabies’ recent announcement, social media went into meltdown over the portrayal of rugby’s most iconic kit.
The kit was designed by adidas in conjunction with a French designer named Fey the Wolf.
In a press release explaining the design elements, adidas said they 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 Māori community as a symbol of strength, resilience, and enduring power”.
The shirt also ties the current team to the RWC host nation by “interweaving rounded edges of fronds found in France into the silver fern design.
“Printed across the replica and on-pitch jerseys, the fern’s outline is made via a bold single continuous stroke, which is symbolic of the understanding that players never own the jersey and instead they merely protect it and pass it along to the next generation, creating one continuous line of guardianship.
“And at the heart of the on-pitch jersey is an emblem made up of 14 differently sized ferns, which signifies the diversity and differing experience of the current squad.”
Such lofty aspirations were predictably shot down immediately online, with critics declaring it the w3orst kit of the Cup, and the design reminiscent of a “kindergartener’s scribble.”
Players were consulted about the design and in a New Zealand Rugby statement, Aaron Smith said:
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 15th fern, with each facing inwards to create the “USO” mark; a Samoan term meaning brother, in honour of the bond between the All Blacks.
Aaron Smith – Scrum Half for 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.”
Nailed it or not? What are your thoughts on the All Blacks new kit?
Join The Roar rugby editor Christy Doran, former Wallaby Matt Toomua and a cast of regular and special guests as they look at the biggest issues in the game on The Roar Rugby Podcast. If you’re looking for great odds on the next game check out Aussie bookmaker PlayUp. Chances are you’re about to lose. Set a deposit limit.