Brief
Create a truly EPIC launch moment for Canterbury’s innovative new boot (the Speed Infinite Elite) that dovetailed with the product strapline ‘Fast is out there’.
Strategy
Canterbury’s new rugby boot was jam-packed full of tech and truly ‘out of this world’ when it comes to next gen sports footwear. Our strategy needed to match the futuristic feel of the boot itself. It needed to be stratospheric!
We sent a boot into space, to become the first rugby boot to ever leave earth’s atmosphere. The messaging around the campaign enabled us to talk about the boots’ key benefits - that they are ultra lightweight and designed for speed.
We supported the creative campaign with interviews with Canterbury’s Ambassadors, including Mack Hansen, and got the new boots into
the hands of media and rugby influencers.
The boot launch is just one of many regular product launches we undertake for Canterbury, including - most recently - unveiling
the Ireland Rugby team’s 2024/25 season kits.
Activation
Results
30 pieces of coverage reaching over 49 million people on the likes of Evening Standard, The Times, Joe.co.uk, Rugby Pass and The Ruck with product image and links to purchase via Canterbury website in each article.
“Great campaign, it’s nice to see a brand going outside the norm.” Adam Clark, Rugby Stuff
