Watching the Rugby World Cup matches in the weekend, there was one real sour note to an otherwise great opening spectacle (other than Auckland’s spectacular train fail.) And that was provided courtesy of the England team and their ‘away strip’.
Now I know that in the interests of being good hosts we’ve put aside any criticism of our guest’s selection of an ‘all black’ alternative kit for their pool games. And clearly, just donning one of the most recognised uniforms in the game hasn’t made a great deal of difference to their playing – as Richie McCaw famously pointed out, if you are relying on the colour of your jersey by game day, you’ve got deeper problems than just a choice of wardrobe.
But come on. From the nation that would tell you it invented modern manners, it’s pretty poor form to turn up to the party knowing you are going to be wearing the same outfit as your host.
Perhaps more importantly, they are infringing on the All Blacks brand – certainly the best recognised in rugby, and arguably one of the world’s leading sporting team brands.
The All Blacks – and their sponsors (even the much maligned adidas) – invest many millions in their brand identity. From their performance on the field, to the brands they choose to associate with, they have the right to control their identity and how it is projected to the world.
Rugby World Cups have the effect of extending brand awareness far beyond the usual reach of rugby enthusiasts. Right around the world, a competition at this level elevates interest in the sport, the personalities – and the brands; just witness the global phenomenon created by Jonah Lomu’s explosive play in the 1995 World Cup, which established the big man as a brand in his own right.
It seems the England team have been quite cynical in their approach to the choice of the black jersey as their alternative touring colour. Sure, they might have presented the choice as an innocent selection, or even a calculated bit of psychology designed to throw the All Blacks off their game. But in reality, its far more likely the England national franchise saw the opportunity to cash in on the All Blacks international brand and give fans the chance to purchase the famed black jersey to wear in support of their own team.
If this happened in any other commercial arena, the brand in question would quite rightly be looking at litigation to provide some injunctive relief – and possibly, given the way England played on Saturday, damages as well!
However, in the interests of sporting behaviour – something that some UK journalists have also seen fit to lecture the ABs on in recent times – the NZRU has taken the moral high ground. For fans around the world, though, it might be a case of the return of ‘Anyone But England’ for this year’s Rugby World Cup.
What’s your favourite example of brand ripping off another? Do you think the English side has knowingly stolen our brand image…or do you think it was an unintentional mistake? Is a sign of bad sportsmanship to mimic another team’s identity? Share your thoughts!
We love to hear what you think, but please note, that by submitting a comment you agree to our comment policy.
Our comments work like a dinner party. Differences of opinion are welcome but keep it respectful or the host will show you the door. If you're rude or abusive, your comment will be deleted. And if you're offensive, you won't be welcome back. We reserve the right to remove any comments that do not comply with our policy. Have fun and thanks for adding to the conversation.
General Manager - MYOB NZ
Julian Smith (@JulianTSmith) is the general manager for MYOB in New Zealand. A frequent traveller, keynote speaker and business commentator, he blogs on key issues and trends, providing advice on how to make business life easier. When he is not...
View Author's Posts
Social entrepreneur
Social entrepreneur Melina Schamroth is in the business of making a difference. Founder of m.a.d.woman (making a difference), creator of the unique Single Volunteers dating program,...
Online Editor - MYOB
As resident social media expert and editor of The Pulse, Emma is the online voice of MYOB. With a background in digital marketing, graphic design and advertising, she has a keen interest in...
General Manager - MYOB NZ
Julian Smith (@JulianTSmith) is the general manager for MYOB in New Zealand. A frequent traveller, keynote speaker and business commentator, he blogs on key issues and trends, providing advice on...
Social Media Consultant
Justin Flitter has worked with United States based startups, Advertising Agencies and New Zealand companies of all shapes and sizes. Justin leads the Marketing Association Social Media Advisory,...
Need help with your MYOB product or service?
Find out more
A new way to get technical support.
Connect. Discuss. Learn.
Courses and materials
designed to help you make
the most of your software.
Copyright © 2012 MYOB Technology Pty Ltd. All rights reserved
Author
Andrew Thrift
September 13, 2011 at 1:29 pm
As an Englishman I think the decision of the English team to wear a black strip is silly. I have not heard any support for this from any other English folks either. It feels too much like borrowing your big brother’s coat so you look hard.
Author
Julian Smith General Manager - MYOB NZ
September 13, 2011 at 2:24 pm
Hi Andrew, thanks for stopping by! Great to get an authentic English perspective here – I am of course a little biased! It’s as you might say “not cricket” to steel another team’s look.
Julian
Author
Craig McAlpine
September 13, 2011 at 2:09 pm
I have heard it was to reduce the confusion of the strips during the Argentina / English game.
But really, I think it’s purely a case of Nike thumbing their noses at the competition and once again, sponsorship money over-riding the common sense and approach to ‘good sportsmanship’ that most teams at this event will be noted for.
But – wouldn’t it be great to see Nike and Adidas go head to head in a ‘battle of the brands’ or “litigation to provide some injunctive relief”.
Isn’t the design of their ‘rose’ emblem also in question. Apparently a rip-off of a Maori design?
Maybe it’s just a case of ‘me too’ and ‘envy’ by the English team and Nike. Or maybe a lack of innovation. If it’s the latter, then they’re not likely to make it to the final and it’ll be a slow boat trip back to the mother land.
Author
Julian Smith General Manager - MYOB NZ
September 13, 2011 at 2:40 pm
Hey Craig, welcome back! Nice work on spotting the “Rose” issue. There must be something in the water cooler water at Nike and adidas! Julian
Author
Emma Mulquiney Online Editor - MYOB
September 13, 2011 at 3:01 pm
Great article Julian!
Another option to consider – are the English team trying to court press? They seem to be making waves a lot this Rugby World Cup, first with the Manu Tuilagi/Country of origin controversy and now this.
In much the same way as a fashion designer putting a controversial outfit on a celebrity about to walk the Oscar’s red carpet, in order to garner press (any press!), have England deliberately created controversy this year, in an effort to pull publicity? Perhaps they’re fishing for a new sponsorship deal?
Either way, I’m not sure I’d be crossing All Blacks fans. You lot are a passionate and patriotic bunch
Author
Julian Smith General Manager - MYOB NZ
September 13, 2011 at 3:38 pm
Thanks – yep, we Kiwis are a passionate bunch. But you may not know, that Auckland is the largest Polynesian city in the world… and there is nothing like a passionate Tongan rugby supporter. http://dannews.co.nz/2011/09/05/video-passionate-tongan-supporter-on-3-news/
Author
John Moss
September 14, 2011 at 10:10 am
Is this that important? Check out the All Blacks away strip at http://www.allblackshop.com/all-blacks-replica-away-jersey.html ….surprise surprise it’s white!
Surely the All Blacks should focus on worrying about how to avoid choking rather than the colour of someone else’s jersey. Everyone needs an away jersey for those colour clashes, does it really matter if England choose Black and the All Blacks choose white. Though a match with England in Black and New Zealand in White would be funny to watch
Author
Julian Smith General Manager - MYOB NZ
September 15, 2011 at 10:01 am
Hey John, welcome to The Pulse!
I agree, possibly not important on the “world peace” scale – but it’s just bad form to rip off another brand’s equity and frankly bad manners in a sporting competition. The NZ away strip has always been white and black (if we’d included a red silver fern that resembled a rose then you may have a point!)
I don’t think the All Blacks care at all what colour their opponents wear – but we’re a passionate bunch in NZ and the “Black Jersey” is next the the silver fern, a national icon. I wonder how Wallaby fans would react to a South African jersey in all yellow (or is it gold)?