Adidas Y-3 x All Blacks Capsule Collection
The All Blacks are the most dominant team in the history of international rugby. Three World Cup titles. A win rate that no other national team in any sport can match. When Adidas brought Standard Black on board for the Y-3 x All Blacks campaign, the brief was clear: honor that legacy without flattening it.
The campaign centered on Yohji Yamamoto's interpretation of the All Blacks' iconic logo, reframed through the Y-3 design lens. A second graphic element ran throughout, Fuko Neko, an illustration by Mr. Goi Hayashi featuring a cat representing guardianship in Japanese culture. The juxtaposition was intentional. New Zealand rugby heritage meeting Japanese craft tradition, two distinct cultural identities held together by the Y-3 aesthetic.
Standard Black led the full visual identity across photography, brand video, and animation, building a cohesive campaign system designed to travel across every channel and every market the launch touched.
The imagery balanced power and precision. The video work carried the same tension, movement contained within a sharp visual language that felt native to Y-3 without losing the weight of what the All Blacks represent culturally. The animation extended both into digital and social without losing integrity in compression.
The result was a campaign that gave one of sport's most iconic brands a visual identity worthy of the collaboration, and gave Y-3 a cultural story with genuine depth behind it.
