Adidas This is Not a Jersey

Adidas New Zealand introduced nanotechnology into their “This is not a jersey” advertising campaign featuring rugby jerseys worn by members of All Blacks. The microsite,, gave fans in 2008 opportunities to have their name literally etched onto a thread, stitched into the silver fern logo of captain Richie McCaw’s jersey.

Adidas This Is Not A Jersey poster


Visitors to the Adidas This is Not a Jersey site were able to watch special web films of the team talking about the All Blacks jersey, with a variety of press ads, team posters, desktops, screensavers and 30 special individual player posters to download. Thousands of All Blacks fans added their name and support to the website “adiThread”, writing their own personal “mantra” on what the jersey means to them. The site used Papervision3D, a relatively new piece of Flash technology, to enable fans to move around a 3D model of the adiThread and, if they looked hard enough, to see their own name.

Claim Your Birthright

Parents were able to register the birth of any NZ baby born on the day of an All Blacks home rugby test match in order to receive a special “birthright” All Blacks jersey. The site enabled parents to upload a photograph of their child wearing the birthright jersey.

Adidas This Is Not A Jersey Claim Your Birthright

Jersey Poster Campaign

Giant supersite billboards, press ads, bus backs, adshels with real signed All Blacks jerseys inside them were used to attract fans to the site. “This is not a jersey. This is a portal to greatness”. “This is not Black. This is the Absence of Fear”. “This is not a uniform. This is a country unified”.

Adidas This Is Not A Jersey poster
Adidas This Is Not A Jersey poster
Adidas This Is Not A Jersey poster


Two posters, one featuring the 2008 All Blacks team, spell out the manifesto of the campaign.

Adidas This Is Not A Jersey poster

This is not a jersey.
This is a portal through which men pass.
This is not material.
This is fabric that binds us together.
This is not a souvenir.
This is a reminder of all who have worn it before us.
This is not black.
This is the absence of fear.
This is not a uniform.
This is a country unified.
This is not a jersey only 22 men wear.
This is a jersey fitted for four million people.
This is victory and loss, but will not be defeated.
This is everthing but a “Jersey”.

Adidas This Is Not A Jersey Manifesto poster

The site also hosts mantras from the entire team, with their own statements written on a jersey, navigatable through a flash interface. McCaw offers: ‘This is not a jersey, this is a legacy’, while Jerome Kaino believes: ‘This is not a jersey. This is a challenge to be the best.’


The Adidas Jersey campaign was developed at Adidas New Zealand by John Beckett and Greig Bramwell, and at TBWA\WHYBIN New Zealand by executive creative director Andy Blood, creative director Guy Roberts, creatives Corey Chalmers and Robert Harvey, and account manager Blake Crosbie.

The site was developed at Shift, Auckland.

Fiber imprinting nanotechnology was developed by Professor Richard Blaikie and research engineer Gary Turner at the MacDiarmid Institute of Advanced Materials and Nanotechnology at the University of Canterbury.


The This Is Not A Jersey/AdiThread campaign won an Innova Lotus and was a finalist in the 360 Lotus category at Adfest 2009.