Nike’s launch of the new French kit for the Rugby World Cup took place on Facebook – mirroring the sports equipment giant’s release of its French football shirt earlier in the year.
Led by a set of earthy photos featuring a selection of French stars – including Harinordoquy, Skrela, Medard and captain Thierry Dusautoir – the rugby shirt promotion also included a seeded web film on YouTube and a making of video to boot.
There campaign also included digital promotion on major French sports sites such as www.equipe.fr
The kit itself draws inspiration from the jerseys worn by the French rugby team from two famous wins over the All Blacks in 1999 and 2007. The message is clear, the French are clinging to the hope for another miracle upsetting of the tournament favourites – New Zealand.
The min strapline for the campaign is “Take advantage” and other copy includes suitably combative phrases such as “Battle dress required”.
Comment:
Launched with a little less razzmatazz than its England counterpart, the method and the message is still the same – let’s challenge New Zealand head on in their own backyard.
Links:
http://www.youtube.com/watch?feature=player_embedded&v=CnFoVEGHkq4
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