Why Rugby Jerseys Are Secretly the Best Marketing Case Study of 2025
Look, I didn’t set out to care this deeply about sublimation printing. But here we are.
In the past six months, Super Rugby teams have quietly transformed their merch game, and no one in marketing seems to be talking about it. It’s not just the kits. It’s how they’ve tapped into hyper-local nostalgia while looking like something out of Blade Runner. The Hurricanes' alternate jersey this season? A slick mashup of historical tram lines overlaid with storm graphics and a digitally embedded QR code that links to a behind-the-scenes doco. That’s not just design, that’s transmedia strategy disguised as sportswear. It made me want to buy three, and I haven’t touched a rugby ball since Year 10.
The real genius lies in what they’ve done with storytelling. Each jersey offers a layered narrative — city, whanau, culture, future. And they’ve gotten smarter at timing the drops, building slow-burn hype on TikTok with archival footage and even teasing unreleased mockups to fan forums. The result? Scarcity and sentimentality. Just like sneaker brands do. Take notes, wineries and theatre companies.
We write off sports marketing because it’s loud and often cheese-coated. But this year, the jersey designs — and the campaigns behind them — are teaching a masterclass in regional myth-building. It’s fast, sleek and startlingly well thought out. Someone in that creative suite deserves a raise. Possibly several.
In the past six months, Super Rugby teams have quietly transformed their merch game, and no one in marketing seems to be talking about it. It’s not just the kits. It’s how they’ve tapped into hyper-local nostalgia while looking like something out of Blade Runner. The Hurricanes' alternate jersey this season? A slick mashup of historical tram lines overlaid with storm graphics and a digitally embedded QR code that links to a behind-the-scenes doco. That’s not just design, that’s transmedia strategy disguised as sportswear. It made me want to buy three, and I haven’t touched a rugby ball since Year 10.
The real genius lies in what they’ve done with storytelling. Each jersey offers a layered narrative — city, whanau, culture, future. And they’ve gotten smarter at timing the drops, building slow-burn hype on TikTok with archival footage and even teasing unreleased mockups to fan forums. The result? Scarcity and sentimentality. Just like sneaker brands do. Take notes, wineries and theatre companies.
We write off sports marketing because it’s loud and often cheese-coated. But this year, the jersey designs — and the campaigns behind them — are teaching a masterclass in regional myth-building. It’s fast, sleek and startlingly well thought out. Someone in that creative suite deserves a raise. Possibly several.