The adidas All Blacks Rugby Kit for the 2023 Rugby World Cup has been revealed

In the intertwining roots of sportsmanship and style has emerged a new flower – the adidas All Blacks 2023 World Cup Rugby Kit.

This unique blend of innovation and tradition captures the essence of the rugby field, echoing the heartbeat of the iconic New Zealand team and bearing the imprint of emerging Parisian street style designer, Fey The Wolf. Not only is it a revolutionary blend of sportswear and streetwear, but it’s also the embodiment of culture, heritage and sustainability – a trinity symbol illuminating the essential spirit of All black and their supporters.

The new kit is a far cry from your average jersey, it’s a powerful testament to the strength and enduring spirit of the All Blacks. Fey The Wolf, best known for its creative applications of black, worked closely with the All Blacks players and design teamAdidas for group design. The result is a collection that reflects the symbolism of the New Zealand silver fern, an emblem deeply ingrained among New Zealanders and the Maori community for its representation of strength, resilience, and enduring strength.

Matt Fielding, adidas Fields Sports Category Manager, praised the initiative, saying: The All Blacks are one of the most iconic sports teams in the world – that’s why we as the brand are honored to design and present the seventh set of Adidas All Blacks World Cup Rugby to the world. In what is shaping up to be a busy year for men’s soccer, we’re excited to bring something fresh and new to this year’s design.“.

Printed on matching and competition jerseys, the redesigned jersey features a fern stripe, created with a bold, continuous strike. This design, along with its aesthetic appeal, embodies the spirit of the All Blacks philosophy: Players never own the jersey – instead, they protect it by passing it on to the next generation, creating a continuous line of protection“.

Fey The Wolf, design author, talks about his experience and approach: There is no jersey more iconic in the sport, so it was an incredible privilege to be given the task of re-imagining it in this moment. My main aim was to express what the fern means to New Zealanders of all backgrounds… What struck me most was the sense of tutelage… It was a real stepping stone to the creation process – and the responsibility I also had“.

The core of the design is the convergence of 14 different sized ferns, demonstrating the versatility and diverse experience of the existing team. Together they form a crest, with the team crest serving as the fifteenth fern, all facing inward to create the brand name “USO”, a Samoan term meaning “brother”, symbolizing unity and connection between the All Blacks.

Celebrating culture and heritage does not overshadow adidas’ commitment to sustainability. The competition jersey, intended exclusively for All Blacks players, is made from a high performance yarn containing a minimum of 89% recycled polyester. Each replica shirt, offering fans a unique piece of New Zealand rugby’s heritage, is also made from 100% recycled polyester, demonstrating adidas’ commitment to ending plastic waste.

The kit is accompanied by a wide range of entertainment, allowing fans to show their support whether they’re at the training ground or just relaxing. Like the T-shirt, this set is made in part from recycled materials.

By unveiling this collection, adidas and the All Blacks have achieved another milestone in their iconic partnership, offering a deep look into the heart of rugby union and a fresh perspective on the intersection of sport, style and sustainability. In the words of Fey The Wolf, it’s not just about reimagining the jersey, it’s also about taking on the responsibility of fostering and passing on a legacy to the next generation. He is indeed the embodiment of the “all black” ethic.

The All Blacks Rugby World Cup 2023 jersey is available to buy for €90, while the training range starts at €45.

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