The relationship is important to adidas as the two players embody everything that is great about New Zealand and world rugby and demonstrate how the collaboration contributes to the development of rugby worldwide.
“As passionate supporters of New Zealand rugby and the All Blacks, we are excited to have this relationship with Richie and Dan extended,” says adidas Global Head of Team Sports Max Van den Doel.
“They are tremendous ambassadors for world rugby and by working together with adidas they will continue to promote the sport on a global basis. It will be good for the game at all levels.”
adidas’ partnership with New Zealand Rugby is one of the most significant in world sports, and certainly the largest in New Zealand. adidas has been Principal Partner of the All Blacks and New Zealand Rugby since 1999. The 20-year partnership will last until at least 2019 and provides funding for rugby at all levels in New Zealand; from grassroots to the professional national teams.
adidas also has individual agreements such as those with Richie McCaw and Dan Carter. “We work with individuals and teams to develop leading edge sporting goods which consistently deliver championship-level results,” says Van den Doel, “and we’re delighted that Richie and Dan will be working with us past the 2015 Rugby World Cup – further enhancing the profile of rugby and other sports, and pushing us to pursue excellence in product development.”
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