All Blacks

Our main Lovemark

The All Blacks and the Wallabies have forever fought and now the coaches will for ever duel as now it is Kiwi against Kiwi. Far from dampening the love affair we have with rugby, the New Zealand Rugby Union for their controversial foresight has further embedded our main team as our main Lovemark. From the moment the team focuses on the opposing team with the Haka the analysis begins on a debate that has never finished. Whilst the All Blacks can only be seen live on pay for view or at the ground; we still have a psyche that puts our main team on a pedestal and our coach on a knife edge.

Chris, New Zealand - 18 August 2008

They've put the R in Rugby

You may have strength; you may have a team of dedicated professionals; you may even have a kicker by the name of Wilkinson; but, you'll never have the guts and glory as the men in black at the height of their fury. They are the tough, the mighty, the blunt force trauma that eats world titles for breakfast! The pride of a nation, their stubbies are black, you know their names, and so have your parents, 'cause they've put the R in Rugby since AGES - AGO!

Devin, Korea, Republic Of - 03 August 2008

Shared their pain in defeat

LOVE them!! Saw them welcomed home by a public who really felt part of the team for the first time, and shared their pain in defeat. Only wish I could have been in Christchurch to show how I felt, proud to be represented by a team that I respect. Our team, only getting better through the work they’ve all done with Graham Henry’s leadership over the last few years. In spite of the quarter final world cup loss the people stood up and said enough of the blame! We are still proud of what our team has achieved. No loss of mana to the All Blacks, this was a prime example of Kevin’s "loyalty beyond reason”. Humble, hardworking and unrelenting in their work ethic. The All Blacks are a great symbol that make me proud to be a kiwi. Seeing our Otago All Blacks around Dunedin is always a treat because they are genuinely good people, can’t ask more than that!

smskiwi, New Zealand - 11 October 2007

Richie McCaw is so tough that...

Why Richie McCaw will lead the All Blacks to VICTORY!  ALL BLACKS Captain and No. 7 Richie McCaw is so tough that....

- When Richie McCaw does a pushup, he isn’t lifting himself up; he’s pushing the Earth down.
- When Richie McCaw goes swimming he doesn’t get wet, the water gets Richie McCawed.
- When the Boogeyman goes to sleep every night, he checks his closet for Richie McCaw.
- Richie McCaw counted to infinity - twice.
- Richie McCaw invented every colour. Except pink. Tom Cruise invented pink.
- Richie McCaw gave Mona Lisa that smile.
- Richie McCaw can slam a revolving door.
- Some kids pee their name in the snow. Richie McCaw can pee his name into concrete.
- Richie McCaw’s calendar goes straight from March 31st to April 2nd; No-one fools Richie McCaw.
- Richie McCaw can speak Braille.
- Richie McCaw’s tears cure cancer. Too bad he has never cried. Ever.
- Superman owns a pair of Richie McCaw pyjamas.
- Richie McCaw owns the greatest Poker Face of all-time. It helped him win the 1993 World Series of Poker despite him holding just a Joker, a Get out of Jail Free Monopoly card, a 2 of clubs, 7 of spades and a green #4 card from the game Uno.
- Richie McCaw sleeps with a night light. Not because Richie McCaw is afraid of the dark, but the dark is afraid of Richie McCaw.
- Once a cobra bit Richie McCaw’s leg. After five days of excruciating pain, the cobra died.
- Richie McCaw divides by zero.
- When Richie McCaw exercises, the machine gets stronger.
- Richie McCaw doesn’t use pickup lines, he simply says, "Now! ".
- Richie McCaw sold his soul to the devil for his rugged good looks and unparalleled rugby ability. Shortly after the transaction was finalized, Richie spear-tackled the devil and took his soul back. The devil, who appreciates irony, couldn’t stay mad and admitted he should have seen it coming. They now play snooker every second Wednesday of the month.
- Richie McCaw can kill two stones with one bird. The only time Richie McCaw was wrong was when he thought he had made a mistake.

Sean, Australia - 14 September 2007

Greatest sporting team ever!

Greatest sporting team ever! It’s about tradition, pride, loyalty and teamwork...nothing beats that! It is an absolute pleasure to watch them run onto the field and perform the haka. I’ve followed the team since I was a kid and nothing gets me hyped up as much as when they are about to play. GO ALL BLACKS!

Brian, Australia - 05 April 2007

The pride of NZ

I get goose bumps every time I see them do the haka. The power, strength and intensity of the All Blacks haka is matched only by their performance in the game. The ABs are the pride of NZ and an inspiration for all NZ kids.

Sarah, United Kingdom - 13 February 2007

Plain and simple

It's plain and simple. The All Blacks are not always the best rugby team in the world but have a loyal following stronger than any other rugby team in the world and total respect. The name All Blacks and the symbol of the black jumper and silver fern stand for more than just a country or a team but burn loyalty passion and history into any follower. The brand for me is more than a symbol its strenghth in a country and more. It's not just sport or country, it is mana, pride, strength and humility under one brand logo and the silver fern is taken further into many areas of NZ culture and creates a wonderful Lovemark.

Campbell, United Kingdom - 16 August 2006

Great ambassadors for New Zealand

The All Blacks are the best rugby team in the entire world. Their sportsmanship is quite superior and they are great ambassadors for New Zealand and my mother would invite them all over for a nice homemade roast if she could.

Tasha, New Zealand - 14 August 2006

"Ah, All Blacks"

The All Black's would arguably have to one of the greatest global brands. Often when travelling around the world - people who don't speak English or even don't even know where NZ is would see my NZ passport and simply say "Ah, All Blacks". Branded merchandise sales around the world would surely support this. The All Blacks brand has had a lot to do with the overall global identity of New Zealand.

Jane, New Zealand - 11 May 2006

Their play on the field is celestial

I am a football player, but when I watch rugby, it is All Blacks I love! Yes, they are the greatest rugby team in the world. Full stop. At their best, their play on the field is celestial, and in football terms, they play "the beautiful game!"

Philip, Gibraltar - 08 November 2005