CONCEPT DEVELOPMENT | CONTENT DIRECTION & PRODUCTION
adidas RUGBY:
STORMERS JERSEY LAUNCH
In 2025, adidas and The Stormers reunited once again, rekindling a love affair that had shaped rugby in the Western Cape from the 1990s through to 2018. This renewed partnership is both a return of an icon and a return to family, anchored by a jersey that has long signified a shared history, a reaffirmation of community, and has stood as a marker of success on and off the pitch. More than a collaboration, this reunion is a testament to past triumphs, and a legacy woven into the identity of Stormers’ loyal supporters both new and old.
The launch concept, Reunite the Stripes | Hoops & Stripes, celebrated the long-awaited return of two design signatures, reframing adidas’ idea of turning pressure into performance. The intention was to balance heritage and tradition with bold cultural storytelling, paying homage to The Stormers’ 30-year lineage while connecting with a new audience. This approach allowed us to breathe life into a sleeping giant and reminded fans of the legacy between The Stormers and adidas while introducing the 2025/26 Home and Away jerseys.
content treatMEnt | STILLS & film
We launched the home jersey with a powerful tribute to club legacy through the classic blue and white hoops and stripes, a motif carrying an almost spiritual resonance for rugby in the Western Cape. Our visual direction drew on the values of tradition and heritage, placing the jersey within the club’s lineage of iconic venues: the Newlands Trophy Room and DHL Stadium, creating a bridge between heroes of the past while highlighting the present.
In contrast, the Away jersey was a nostalgic and heartwarming family affair, rooted in memory and the bringing together of household favourites. Inspired by the vibrant colours and cultural textures of Bo-Kaap, the jersey embodies the city’s Malay influence and its historical significance, leaning into a narrative of community and the neighbourhoods that form the heartbeat of Cape Town. The updated design reframed the kit for a contemporary audience, while still keeping The Stormers grounded in place and identity.
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The film treatment told a story of resilience, connection and pride by bringing together fans, legends and current players. It showed how rugby lives in everyday spaces as much as on the pitch, positioning the jersey as a symbol of unity and aspiration. Our stills followed three key themes: the heritage of the club, the voice of the community, and the reunion of rugby icons. Through this lens, the jersey was reframed not simply as apparel but as a living emblem of community and belonging, capturing rugby as part of daily life in Cape Town.
