— PROJECT NAME
ADIDAS RUGBY X
PARLEY KIT COLLECTION
— ROLE
Creative Direction
Graphic Design
Storytelling
— DATE
S/S 2020
New Zealand Super Rugby kit collection highlighting sustainability by creating a holistic design story around the environment through graphics and the usage of Parley ocean plastic to create the materials for the kits.
Each graphic in the range was inspired, designed, and colored to connect the team message and DNA to the message of sustainability and protecting the environment. To further the idea of ocean waste and the Parley brand, the graphics were all created/drawn using a technique done with flowing water in order to connect to the clean ocean messaging. Each jersey also communicated narratives around local environmental topics that resonated with the team/region.
ALL BLACKS
An additional all-over print was created for the All Blacks. It was designed to be used on the teams training jersey and supporting training range. The aesthetic output of the print was created to relate back to the sustainability story and inspiration from the complete New Zealand Rugby range. It was directly inspired as well by the DNA of the All Blacks, the fern, and it's relationship to fern of the sea.
