Picture this: Canterbury of New Zealand, a brand thatโs been knocking around for a century and a bit now, is celebrating 120 years of decking out everyone from war heroes to rugby titans.
Now, theyโre throwing a party in the form of a campaign thatโs as stirring as a triple shot of espresso.
The campaignโs piรจce de rรฉsistance is a film that feels less like a commercial and more like a love letter to rugby and the people who make it great.
The man behind the lens is Tom Gould, a Kiwi visual artist with more awards than your grandmotherโs mantelpiece has ornaments.
His film doesnโt just show Canterburyโs legacyโit practically smears it across the screen like a scrum halfโs muddy jersey.
The video kicks off by taking us on a trip down memory lane, starting with Canterburyโs roots in New Zealand.
Itโs a history thatโs not just richโitโs dripping with the kind of nostalgia that makes you want to dust off your old boots and give rugby another go.
We see how Canterbury has been more than just a sportswear brand; itโs been a part of the fabric (pun intended) of sporting culture, from standing shoulder-to-shoulder with those who defended nations, to outfitting some of the toughest athletes to ever lace up a pair of boots.
If youโre a rugby fan, youโre in for a treat. Canterburyโs relationship with the New Zealand All-Blacks is like a marriage thatโs lasted 80 yearsโand yes, theyโre still going strong.
Itโs a partnership that began in 1918 and has seen more tries, tackles, and triumphs than you can shake a stick at.
And letโs not forget the New Zealand BlackcapsโCanterburyโs been their wingman for 15 years. But the love doesnโt stop there; the brand is also kitting out Irelandโs national rugby team and The British & Irish Lions.
Itโs a bit like being the favourite uncle at every family reunionโyou know, the one who always brings the best presents.
Luke Doddrell, Global Senior Vice-President for Canterbury of New Zealand, puts it perfectly: โFor 120 years, Canterbury of New Zealand has been creating activewear as resilient as the people that wear it.
Weโve been there for the moments that matter, both on and off the field. We know what it means to be resilient and to tackle challenges head-on, and as a result, weโre made tougher.โ
So, hereโs to Canterbury of New Zealandโ120 years young, still resilient, still in the thick of it, and still proving that when it comes to sportswear, theyโre not just making clothesโtheyโre making history.