New Zealand are the latest team to release its jersey for the Rugby World Cup, and the new adidas All Blacks kit has not been received well.
The new design features the silver fern prominently and was designed by Frenchman and emerging Parisian-based street-style designer Fey The Wolf.
All Blacks 2023 Rugby World Cup Jersey
A joint statement from adidas and New Zealand Rugby revealing the new jersey stated that “Fey The Wolf – an emerging Parisian-based street-style designer, who is known for his distinctive and creative use of the color black.”
It added that the designer worked closely with the players to come up with the design centred around the significance of the New Zealand silver fern – which holds deep, cultural meaning to all New Zealanders and the Māori community as a symbol of strength, resilience, and enduring power.
The statement continued: “Celebrating this element of All Blacks culture alongside that of the 2023 Rugby World Cup home nation, the shirt interweaves the rounded edges found on fronds’ in France into the silver fern design found on the new jerseys. Printed across the replica and on-pitch jerseys, the fern’s outline is made via a bold single continuous stroke in a nod to the understanding that players never own the jersey – instead protecting it and passing it along to the next generation; creating one continuous line of guardianship.
“At the heart of the on-pitch jersey is an emblem made up of 14 differently sized ferns – to signify the diversity and differing experience of the current squad. Completing the emblem, the crest of the team acts as the 15th fern, with each facing inwards to create the “USO” mark; a Samoan term meaning brother, in honour of the bond between the All Blacks.”
Reaction
The public’s reaction to the jersey has been far from welcoming, with many criticising the return of the collar, which makes the jersey look like a golf shirt.
“Straight from the quarter final to the golf course… I like how they’re planning ahead,” one reaction read.
Straight from the quarter final to the golf course… I like how they’re planning ahead https://t.co/HCvSLcequ2
— Adrian Slabbert (@adrian_slabbert) June 27, 2023
Fans were also not pleased with the design of the silver fern on the jersey.
On Twitter user wrote: “They’ve ruined the all blacks shirt there. Always had such a clean jersey with just subtle details. This is just really really bad.”
“You can spot a jersey that won’t be winning any cups,” another added.
Another said that a toddler got hold of the jersey before its launch.
“Some toddler just vandalised the All Blacks shirt before kit launch.”
Some toddler just vandalised the All Blacks shirt before kit launch. pic.twitter.com/MX2V2lEvug
— James Stafford 🇺🇦 (@jpstafford) June 27, 2023
And that view was a common one: “Whoever greenlit this jersey should be jailed. If you’re going to throw designs on the All Blacks jersey have someone create a Māori design and make something significant and unique. This jersey looks like kindergarteners scribbled on it.”.
“Dear Adidas….. All Blacks = straight Black shirt!!! Do Not let a toddler doodle a fern on it and think it looks cool! Black shirt….dont p**s about with it!”
Dear Adidas…..
All Blacks = straight Black shirt!!!Do Not let a toddler doodle a fern on it and think it looks cool!
Black shirt….dont p**s about with it! https://t.co/oqcR2AbUJW
— BathBytes (@BathBytes) June 27, 2023
One Twitter user gave the jersey a low four out of 10.
“Love the ABs, love the history of the black jersey, don’t love the loopy ferns, sorry. 4/10.”
One fan thought it was something that Magnum P.I would don.
New All Blacks jersey is sick pic.twitter.com/TD04uZLs1d
— Richard Irvine (@richirvine) June 27, 2023
Aaron Smith’s reaction
Another thought it would be more fitting for the New Zealand cricket team: “If it was the cricket ODI shirt, it would be perfection.”
Veteran scrumhalf Aaron Smith was part of the design process, and he commented, saying: “This is a massive year for us as we travel to France seeking our fourth Rugby World Cup title, in what is, arguably, the most fiercely contested tournament in living memory.
“The jersey is so important, not only to us as players, but to all New Zealanders around the world – so to have the opportunity to talk through what the jersey and the fern means to us as a nation with Fey The Wolf, and be a part of that creative process, was a really unique experience.”
READ MORE: Fans tear into ‘atrocious’ new Ireland jersey that could be worn at the World Cup
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