All Blacks x O’Rugby In Store Activation in France

Ahead of the Rugby World Cup 2023, we had the opportunity to collaborate with adidas on a joint activation with the All Blacks in Toulouse, France.

With the aim to engage and inspire local consumers, we worked with O’Rugby to host an in-store retail activation in Toulouse. We created an on-brand and impactful space by re-branding the store inside and out.

Consumers, including grassroots players, local enthusiasts, and club partners were invited by O’Rugby to attend the event. This included a Q&A with four of the All Blacks; Will Jordan, David Havili, Brodie Retallick and Tupou Vaa’i.

Following this, consumers were given the opportunity to purchase All Blacks apparel and have these items signed by the team. With a photo wall backdrop also displayed in-store, all consumers had a chance to capture the moment.

As a result, O’Rugby strengthened their relationship with local consumers, engaged their audience ahead of the World Cup, and increased sales in-store.