Super Obsessed fans became core to the creation of the online catalogue. Using Facebook pages, PR and an eDM, rugby nuts of all ages were given the opportunity to spend the day with their Super Rugby heroes. We gave them the chance to get their hands on them. You can’t replicate that kind of obsessiveness, so we channeled it instead.We filmed fans wearing the new adidas apparel using a Phantom camera recording the action at 1000 frames per second. ‘Zombieland’ meets Super Rugby.The extreme slow-motion showcased the clothing range, creating a series of interactive experiences on the site.

Thousands entered and drummed up support form all corners. Five winners were selected - one to represent each Super 14 franchise - and they ‘duked it out’ live on national radio. There could be only one winner, and Peter Sutton, a mad Crusaders supporter, was crowned King. And then went through the painstaking process of being ‘immortalised’ and cast as a life size statue, which now stands guard over AMI Stadium Canterbury.