On 1 July, a week ahead of the start of the three-game Wallabies E Toro rugby union series against France, Rugby Australia kit partner ASICS launched the new Wallabies jersey for the 2021 season through a campaign called ‘Bound Forever By Gold’.
The marketing emphasises that the jersey means so much more than just the threads that bind to make it: it connects fans to players and connects the past to the future.
The campaign is led by a hero film featuring former Wallaby captain John Eales who delivers a powerful voiceover which explains that the kit doesn’t just represents the 15 players on the field, but also those who have gone before them and also stands for the team’s values of respect, sportsmanship and togetherness.
The lead spot and its supporting creative features the copy line: “In this jersey we are all bound forever by gold.”
The design followed on from a jersey colour vote held earlier in 2021
The latest jersey design sees a return to the country’s classic gold colour: as voted by fans and Australian Rugby legends and as worn in the 1991 Rugby World Cup when the Wallabies won the William Webb Ellis Trophy. Designed and manufactured in Australia, the shirt consists of 100 per cent polyester fine gauge jersey knit with the ASICS spiral logo alongside the famous green Wallaby.
2021 marks the 30th anniversary of that memorable World Cup win back in 1991 and the latest iteration of the gold jersey blends the history of that famous team with technological advancements in fabric, fit and durability.
“This gold jersey represents more than the 15 players on the field – it’s about our history and our future. It has delivered gold on the biggest stages, it is Australia’s gold, and the thread that binds the entire nation together,” explained Rugby Australia CEO Andy Marinos in the campaign launch PR. “The team at ASICS did not shy away from the task when asked by Rugby Australia and have put a great amount of detail, effort and focus into this jersey. To turn it around in a matter of months signals the importance and support we have enjoyed in making sure our teams are ready for battle.”
ASICS Oceania Managing Director Mark Brunton added:, “We’ve worked closely with Rugby Australia in recent months to ensure the colour of the famous jersey resonates with fans and players alike. It’s such an iconic gold with historical success, which we hope inspires current Wallabies players when they pull it on. To have consistency in the colour of the gold jersey moving forward is a powerful statement and to also have a jersey manufactured here in Australia is something we’re excited to have launch in market this week for fans to purchase.”
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