Background
The All Blacks were New Zealand’s national rugby team. Since 1888 the players had worn black jerseys. It had become iconic, a symbol of a little country taking on the world. But as the world has shrunk, so young New Zealanders were as likely to wear an NBA or an English Premier League shirt as their own black jersey.
With the Rugby World Cup approaching, the task was to get Kiwis to come back to their national team.
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