In this year’s Rugby World Cup, the All Blacks will wear a fresh interpretation of the iconic silver fern along with a reminder that they are merely guardians of the jersey.
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New Zealand Rugby and adidas unveiled the kit the All Blacks will wear in France if they are to win the Webb Ellis Cup for the fourth time.
An emerging Parisian street-style designer, Fey The Wolf, known for his distinctive and creative use of black, collaborated with adidas on this latest design of the world’s most iconic jersey.
Tournament : 8 September to 28 October 2023
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It is designed for play at the highest level, featuring ergonomic side panels in the abdominal area to ensure a tight, three-dimensional fit. It is packed with leading technical innovations and built with All Blacks’ insights and testing feedback.
As adidas explained in a press release, their design team collaborated closely with Fey The Wolf and current All Black players to create a kit that is based on the significance of the New Zealand silver fern, which is regarded as a symbol of strength, resilience, and enduring power by all New Zealanders.
By integrating rounded edges of French fronds into the silver fern design, the shirt celebrates both that element and the tournament’s host nation.
Printed across the replica and on-pitch jerseys, the fern’s outline is made via a bold single continuous stroke, which symbolizes that players never own the jersey, but rather protect it and pass it along to the next generation, creating one continuous line of guardianship.
At the center of the on-pitch jersey is an emblem made up of 14 ferns of varying sizes, symbolizing the team’s diversity and different experiences.