DoorDash and adidas help rugby fans gear up for match day… even at dawn via FEDERATION
The All Blacks vs South Africa brings the greatest rugby rivalry in the world to New Zealand’s screens. To celebrate the three test Rivalry Tour in South Africa, adidas has opened a store on DoorDash for match days so fans can get ready. Because let’s face it, you’re not a genuine All Black’s fan if you’re not dressed and ready for one of the nation’s biggest sporting moments, ever!
With games kicking off in the wee hours for Kiwi audiences, the campaign developed by independent agency by FEDERATION, sees DoorDash become the exclusive on-demand delivery partner for the official adidas All Blacks supporters gear. Throughout the tour, on test match days, adidas is available for delivery on DoorDash 24 hours, supporters can order official adidas All Blacks supporters jerseys, hoodies, scarfs, caps so you’re ready before the first whistle blows.
And there’s an additional sweetener. Every purchase of the official adidas All Blacks supporters gear on DoorDash could win you an Epic All Blacks Watch Party. That early morning knock at the door could reveal rugby legends, delivering gear, breakfast and everything needed to host the ultimate watch party.
The fully integrated campaign spans social, BVOD, radio and out-of-home, bringing to life the lengths New Zealanders go to support the All Blacks, and how DoorDash is there whenever those moments happen.
The creative follows fans preparing for the famous 3am kick-offs, with Dash receiving some iconic back-up from rugby legends as they deliver official adidas All Blacks supporters gear. across the country before dawn.
Rhian Bedford-Palmer, Marketing Manager, DoorDash New Zealand, says the partnership reflects DoorDash’s commitment to showing up whenever customers need them: “The All Blacks playing in South Africa creates one of New Zealand’s most unique sporting rituals. Thousands of fans are setting alarms for 3am, gathering with friends and making a real occasion of it. Whether someone needs the official jersey they forgot to buy, a hoodie for the chilly morning or wants to enter our Epic All Blacks Watch Party promotion, DoorDash is ready to deliver, day or night.”
Kirsty Mackintosh, Brand Communications Manager, adidas New Zealand, believes the collaboration makes it easier than ever for fans to wear the fern with pride: “The black jersey means something special to New Zealanders. This partnership removes the barriers between wanting to support the team and actually wearing the official gear. It means fans can get game day-ready whenever inspiration strikes, even if that’s in the middle of the night. It was really exciting launching the range in a different way.”
Brad Collett, Chief Creative Officer at FEDERATION, says that the campaign was built around a simple insight: “When the All Blacks play in South Africa, New Zealand becomes a nation of early risers. We wanted to celebrate the incredible commitment from Kiwi fans, while bringing together two iconic brands that naturally complement each other. DoorDash’s ability to deliver adidas’ iconic supporters range made this collaboration feel effortless. Throw in Dash teaming up with some rugby legends, and you’ve got a campaign that’s as entertaining as it is practical.”
The campaign launches nationally across social, BVOD, radio and out-of-home, with official adidas All Blacks supporters gear available now through DoorDash in Auckland, Wellington and Christchurch. Fans who purchase any item from adidas on DoorDashduring the campaign period will also go into the draw to win the ultimate early morning Epic All Blacks Watch Party, hosted in their own home with rugby legends.
Order your official adidas All Blacks supporters gear right now . . .or at 2.55am.
Client: DoorDash
Marketing Manager: Rhian Bedford-Palmer
Senior Marketing Associate: Courtney Pitcher
Client: adidas
Brand Communications Manager Aotearoa, New Zealand: Kirsty Mackintosh
Agency: FEDERATION
Production company: Wabi Sabi
Director: Liam van den Berk
Producer: Dan Higgins
Media: Wavemaker
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