The build up to the Rugby World Cup continues with Canterbury and the IRFU revealing a new range of training kit at Carton House yesterday.
It will be available for sale to the public now through all usual outlets.
“The launch of Ireland’s training wear signifies the start of an epic journey for the Irish rugby team and their millions of fans around the world,” said Canterbury CEO Chris Stevenson.
“The honour of providing the training range is not lost on Canterbury, we know how important preparation is and our training range gives the team the best possible start in anticipation of the challenge before them.”
Read our Interview with Chris Stevenson from when Canterbury came on board once more with the IRFU.
Yesterday’s photo-shoot was a tame affair though compared to the one undertaken by Adidas with the All Blacks in 2007. On that occasion the theme of the jersey launch was ‘Bonded by Blood’.
Part of the marketing campaign was to provide a poster of the advertising image, recreated below, to everyone who bought the shirt.
It was made a bit special though by the ink used to print it being mixed with a small sample of blood taken from each of the players.
The story may or may not be true but it was certainly widely held at the time and shows the importance of storytelling in branding and tying near mythical qualities to a piece of fabric.
Imagine how that story would have gone viral if social media had been around at the time.
Irish players, you have been warned…
