How do we bring fame to Canterbury, position it at the core of rugby culture, and enhance its partnerships?

“Made Stronger”.

A brand campaign that encompasses key pillars: kit, partnerships, players, fans, and the future of the game.

Made Stronger comes from Canterbury's unwavering commitment to creating high-performance kit. This brand story traces back to three bold explorers who crafted rugged gear for New Zealand's military. From there Canterbury outfitted the All Blacks, then became the go-to manufacturer for strong rugby gear across the globe and endowed players with confidence on and off the pitch.

Made Stronger celebrates the fans as pivotal game-changers, recognising their role in fortifying belief through spirited participation, team colors, and resounding cheers.

Beyond the stadium's glitz, Canterbury nurtures grassroots rugby. Made Stronger champions the game's future, fighting for a more egalitarian sport.

The Made Stronger campaign positions Canterbury as an integral part of rugby culture, magnifying strength, passion, and determination throughout the rugby world.