User generated content meets nanotechnology in the "This is not a jersey" project launched in New Zealand by Adidas. The concept is based and inspired around the legendary All Blacks team, tapping into the love, the passion and the loyalty to the team all Kiwis have.
The All Blacks jersey is the link between the fans and the team but it’s not only a jersey, it's also a birthright. For example, if your baby was born on the day of the All Blacks 2008 test match, then a team black jersey belongs to your baby by default or, better, by birthright.
Most importantly, a jersey is not only a shirt to wear during a match, it's a canvas. A canvas to be signed to express what it means to wear an All Black shirt (see the players section), but also a canvas where the fans can leave their mark and express their attachment to the team.
Yes, because the most innovative side of the project is allows fans to have their names engraved onto a thread that will form part of an All Blacks jersey. And here is where nanotechnology comes into action, and where the project becomes really innovative.
The agency is Whybin\TBWA New Zealand.