The New Zealand SailGP Team introduced a dynamic new identity – ‘The Black Foils’ – ahead of the 2024 ITM New Zealand Sail Grand Prix – which spans name, logo, typeface, colour code and a marketing campaign.
Objective
The objective was to create a new 360-degree team identity and campaign that acts as an awareness builder and as a rallying cry for New Zealand fans new and old to get behind the team at its own home race as well as during the entire global series.
Activation
Developed by agency True and inspired by New Zealand’s all-round sporting excellence, ‘The Black Foils’ spans outdoor, digital, and social, backed by a PR push, plus at-event and waterside ambient and experiential initiatives.
According to SailGP and the agency, the new Kiwi team identity sets out to ‘signify a bold new chapter for the team ahead of its long-awaited home event’ and the launch was timed to leverage the 2024 NZ SailGP (Season 4): a regatta round held in Christchurch between 23 and 24 March.
Agency True worked alongside SailGP’s global creative group and the NZ team’s own management, strategists, drivers and trimmers to create an identity that seeks to match the prowess of the team on the water.
The hero ‘Back The Black Foils’ video was supported by outdoor and social content pieces all rolling out from 11 March.
“SailGP is for a new era of fans who want to get closer to the action. Our campaign has been created to make fans feel like they’re part of the race, right in the middle of the drama – there’s even one billboard where the boat cracks the glass.”
True General Manager Abby Bolstad
“Black Foils embodies the relentless pursuit of excellence that defines our team. New Zealand sport has a longstanding affinity with the colour black, it symbolises strength, courage, passion and resilience – values that are all integral to our team and what we stand for.”
Team New Zealand Wing Trimmer and Co-CEO Blair Tuke
“The Black Foils represent the spirit of New Zealand. We’re a nation of pioneers, achievers, and ocean lovers. The foils are what allow us to fly above the water at speeds of up to 100km/hr –they represent innovation and progression in our sport.”
Team New Zealand Driver and Co-CEO Peter Burling
“It has been a privilege to work with the SailGP team to develop their new identity. SailGP is the most exciting race on the water, and the new team identity puts them at the forefront of that.”
True Partner and Creative Director Matt Heays
Established by Burling and Tuke in 2020, the New Zealand SailGP Team entered the global racing championship in Season 2 and is now one of the leading teams after finishing second overall in Season 3 and currently sitting second in Season 4.
Not only did the new identity launch ahead of the home NZ race, but also after the team won the competition’s previous round in Abu Dhabi.
In parallel to its on-water racing performance, the Black Foils are ‘driven by the mission to race for a healthy ocean’ and use the platform of SailGP to communicate the importance of ocean restoration linked to its non-profit ecology partner ‘Live Ocean Foundation’ (a marine conservation charity founded by Burling and Tuke).
The Black Foils team is a key part of the wider strategic growth of the SailGP Global Championship and this new identity is part of an umbrella process and phased rollout of developing fresh and unique identities complementing national markers for all its teams.
The rights owner claims that the Black Foils launch comes midway through a breakthrough season for SailGP: one of the world’s fastest-growing sports and entertainment properties.
Team New Zealand itself has, so far this season, tripled its digital following and the overall series is attracted record viewing figures in 2024. The rights owner hopes to build further on last year’s ITM NZ Sail Grand Prix (Christchurch) record crowd of more than 400,000 Kiwis.