Picture this: Canterbury of New Zealand, a brand that’s 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, they’re throwing a party in the form of a campaign that’s as stirring as a triple shot of espresso.
The campaign’s pièce de résistance 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 grandmother’s mantelpiece has ornaments.
His film doesn’t just show Canterbury’s legacy—it practically smears it across the screen like a scrum half’s muddy jersey.
The video kicks off by taking us on a trip down memory lane, starting with Canterbury’s roots in New Zealand.
It’s a history that’s not just rich—it’s 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; it’s 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 you’re a rugby fan, you’re in for a treat. Canterbury’s relationship with the New Zealand All-Blacks is like a marriage that’s lasted 80 years—and yes, they’re still going strong.
It’s a partnership that began in 1918 and has seen more tries, tackles, and triumphs than you can shake a stick at.
And let’s not forget the New Zealand Blackcaps—Canterbury’s been their wingman for 15 years. But the love doesn’t stop there; the brand is also kitting out Ireland’s national rugby team and The British & Irish Lions.
It’s a bit like being the favourite uncle at every family reunion—you know, the one who always brings the best presents.
Luke Doddrell, Global Senior Vice-President for Canterbury of New Zealand, puts it perfectly: “For 120 years, Canterbury of New Zealand has been creating activewear as resilient as the people that wear it.
We’ve 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, we’re made tougher.”
So, here’s to Canterbury of New Zealand—120 years young, still resilient, still in the thick of it, and still proving that when it comes to sportswear, they’re not just making clothes—they’re making history.