ASICS unveils Wallabies Rugby World Cup jersey

01 - TASK

Always Human were tasked with launching the ASICS Jersey for the Wallabies to wear during the 2019 Rugby World Cup.

Our Events and Public Relations team was asked to produce a showstopping jersey reveal. This was to result in major national news coverage.

The launch was to coincide with the release of the ASICS ‘Move As One’ campaign, which offers an inside look into the dedication, sacrifice and focus it takes for a professional player to represent their country on the biggest stage rugby has to offer.

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02 - STRATEGY

Always Human facilitated all event production and management with the objective of delivering an impactful moment for guests.

To create hype around the jersey launch, Always Human transformed an event space at Sydney’s Carriageworks – coordinating major production and décor lighting to create a dramatic backdrop for the unveiling.

The Rugby World Cup jersey launch welcomed speakers including Rugby Australia’s CEO, Raelene Castle, the Managing Director of ASICS Australia, Mark Brunton and Fox Sports Chief Rugby commentator, Greg Clark MC’d the event.

As the 2019 Rugby World Cup was set to take place in Japan, the dark and moody room was teamed with a Japanese taiko drumming group who’s performance created suspense while key Wallabies players entered the room.

Once the players had taken the stage, the drumming halted and spotlights cast down on a host of Wallabies squad members including Michael Hooper, Ned Hanigan, Samu Kerevi, Jake Gordon, Nick Phipps, Lukhan Salakaia-Loto and Bernard Foley – revealing the ASICS 2019 Rugby World Cup jersey.

Following the reveal, the Public Relations team managed group and 1:1 interviews between the Wallabies squad members and the 48 media in attendance.

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03 - RESULTS

Coverage secured across all of Australian's mainstream and sports publications.

All guests were thoroughly educated around ASICS’ dedication to the technical features of the jersey.

After spending time with the Wallabies, media were able to understand how this jersey would give them an edge in the World Cup, as well as their preparation on the field.

The jersey launch received significant national and international coverage across broadcast, print, online and social media.

Always Human secured 230+ articles, with a total reach of 5M across the likes of Fairfax, News Corp, Channel 9, Channel 7, Network Ten, SBS, Fox Sports, ESPN, Inside Sport, Sporting News, The Roar, Rugby.com.au, Man of Many, Mumbrella, Campaign Brief, B&T and more.