The England women’s sevens team won the final at the … in Hong Kong over the weekend and they did it with grace, speed, strength and a real passion for the game.

They dispatched a gutsy Australian side with a clinical execution.

The Brazilians were u for a party as well – bring on Rio 2016!

Joe Webber evades the tackle of South Africa's Cecil Afrika to score for New Zealand in the semi-final of the 2012 Hong Kong Sevens

Webber in action against Wales in the quarter final at the 2012 Hong Kong Sevens

Tails

Dreads

Fros

It was Adidas who told us that ‘It’s more than a jersey’ during one of their expensive marketing campaigns around the All Blacks. Or it might be more accurate to say that global marketing agency TBWA said that.

I would think that all Super and provincial rugby teams in New Zealand are ‘more than a jersey’ also.

So why should they be afforded any less mana?

A few points about the new jersey follow below but first – to qualify:

1. I think New Zealand super rugby franchises have an identity challenge to galvanize support from the constituent union

2. I am in favour of rugby making innovative decisions around the financial future of the game

3. I am in favour of trying concepts and strategies that will bring this about

4. I think a lot of rugby decision-makers occupy their positions by virtue of having played the game rather than any particular skill or ability in administering and/or securing the game’s future in our current climate

5. I think marketing agencies have little knowledge of what it is to play and (genuinely) support rugby

6. I think a lot of rugby decision-makers are susceptible to schmoozing and concept pitches from marketing agencies

7. I think the outcomes of a lot of marketing and promotional spend around rugby is very disappointing

Colour

It’s hard to divorce colour from New Zealand’s rugby unions.

• The amber and blacks (Taranaki)
• The green and blacks (South Canterbury)
• The red and blacks (Canterbury)
• The maroon and gold of Southland
• The blue and gold of Otago
• The green and gold (Mid Canterbury)
• The Cambridge Blue of Northland

Up until now, colour has been inseparable.

The Highlanders franchine is made up of Otago (blue and gold); Southland (maroon and gold) and North Otago (gold and maroon).

What was wrong with the status quo?

The Highlanders already had jerseys that dialed up the individual flavors of Southland, Otago and North Otago quite successfully.

The current jerseys tastefully incorporated the colours of the Highlanders unions

They had the option of playing in the predominantly home colours of Southland when playing in Invercargill and Otago when playing in Dunedin.

The West Coast Crusaders jersey was a huge success and could have been used as a model for localisation in the different versions of super rugby jerseys.

But there is an argument to say that the Super Rugby franchises need to forge their own identity.

The execution – average

A lot of feeling was expressed in the build up to the launch of the new jersey. Opinions varied but there seemed to be a lot of opposition. Not quite as much as that felt in Wellington when the airport tried to erect a ‘Wellywood’ sign but enough for concern.

Was this just traditionalism rebelling against change?

Maybe – maybe not. But the timing and proximity to the Crusaders training jersey were unfortunate.

Timing

The Highlanders were in a fierce battle for playoff spots. A narrow loss to the Lions the week before left the Southerners with must-win games to ensure the close of their season matched the magnificent opening.

With the press focusing on the jersey and players asked for their opinions, was there a chance that the team was just slightly distracted from the job at hand?

Result: the last game at Carisbrook was a loss that signified the end of the Highlanders season after their most promising start in a decade. And they did it in a lime green jersey … that looked like a training outfit.

The actual jersey – a little disappointing

With all of the hype around Sonny Bill Williams, someone was bound to get a photo of him at training.

Did Adidas just re-hash the Crusaders' training jersey?

The conspiracy angle?

Is the move away from the traditional colours of the Highlanders’ unions the first step in a potential move of the Highlanders franchise?

It’s possible that the change of colours starts to distance the Highlanders brand from the Otago-Southland region.

And if this is indicative of shift in thinking, then it could just be the first step in a movement away from their Dunedin base.

The verdict – another marketing fail!

The  concept for a new lime coloured jersey was the result of a marketing agency. They sold it to the Highlanders management – that’s what happened.

1. The premise that the Highlanders need to forge their own identity is sound

2. That the jersey and colours are a key part of the identity of a rugby brand is also sound

3. A change in the colours and jersey of the franchise might be a good thing

We can agree with the reasoning of the three statements above but it doesn’t mean we agree in any way to a lime green training jersey as the flagship of the Highlanders.

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Flanker Mark Selwyn finishes his neatly around the back.

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There is a rat’s tail

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