In a bid to fight the enemy of discrimination and, in particular, to support the inclusion of the LGBTI community, the All Blacks have launched a campaign that integrates some changes to their iconic black jersey. When the black material is stretched, it reveals the colours of the rainbow.

It was the Japanese advertising agency TBWA/Hakuhodo who took the idea to the team’s sponsor AIG and the campaign was released to line up with the Tokyo Pride week.

As a brand, one of the things that the All Blacks represent the strength, and in representing strength, they are also defining it. To the All Blacks and their sponsors, diversity is strength, and their jersey shows this in a way that we at trnd think is truly innovative and inspiring.

@all – what do you think about the jersey?

Source: Businessinsider, NZ Herald Youtube: All Blacks