Adidas & Black Ferns: Exclusive Access
- Herzogenaurach, Germany – A recent visit to Adidas' global headquarters offered a glimpse into the company's support for women's rugby and its technological advancements in sportswear.
- The Adidas campus, often called the "Disneyland of adidas," showcases the brand's legacy.
- A highlight of the tour was the Adidas archive, housing over 40,000 items.
discover exclusive access to Adidas headquarters and see how the brand fuels the Black Ferns’ dominance,especially with the Rugby World Cup on the horizon. News Directory 3 unveils the behind-the-scenes action, from athlete-specific jersey designs to the rich history housed within the Adidas archives, including iconic memorabilia.Learn how Adidas leverages cutting-edge technology and data to personalize gear, optimizing performance for top-tier athletes. Witness the passion and innovation driving the long-standing partnership between Adidas and New Zealand Rugby.What future innovations are in store for the Black Ferns and Adidas? Discover what’s next on the playing field.
Adidas, Black Ferns & the Rugby World Cup: A Behind-the-Scenes Look
Updated june 01, 2025
Herzogenaurach, Germany – A recent visit to Adidas’ global headquarters offered a glimpse into the company’s support for women’s rugby and its technological advancements in sportswear. The Black ferns, New Zealand’s national women’s rugby team, received special treatment during their visit, highlighting the growth of women’s rugby on the world stage.
The Adidas campus, often called the “Disneyland of adidas,” showcases the brand’s legacy. The walkway to the main building features the iconic three-stripes logo, setting the stage for a deep dive into the company’s history and innovation. From Lionel Messi to Patrick Mahomes, Adidas has outfitted numerous sports icons.
A highlight of the tour was the Adidas archive, housing over 40,000 items. Among the treasures are Jonny Wilkinson’s boots from England’s 2003 Rugby World Cup victory and a pair of Jonah Lomu’s signed Adidas boots. The archive, maintained at a cool 18 degrees Celsius, is not open to the public, preserving its past significance.
The All Blacks and Black Ferns also toured the facility,with their signed jerseys displayed. The visit underscores Adidas’ commitment to rugby and its partnership with New Zealand Rugby.
Employees navigate the expansive campus on adidas-branded bicycles. The Adi Dassler Sportplatz, an outdoor pitch, provides a training ground for athletes like the Black Ferns. Lock Maia Roos noted the team enjoyed their visit, complete with Adidas gear.
Athlete services at Adidas use body and foot scans to gather data for designing New Zealand jerseys. Matt Fielding, Adidas’ category director for specialist sports, explained that this data helps create an anonymized avatar, reflecting the players’ body shapes. This information is then used by designers and developers to tailor the jerseys.
Fielding said the goal is to accommodate the diverse body types within the team: “You are trying to cater for all three Barrett brothers, who are so different. So it’s difficult to get it right but we’ve pretty much nailed the balance season on season.”
What’s next
Adidas will continue to refine its apparel technology, leveraging data to enhance athletic performance in the led-up to the next rugby World Cup. The partnership between Adidas and New zealand Rugby remains focused on innovation and supporting athletes at the highest level.