We want our All Black jersey back!

Well, adidas must be wondering about the money they've spent when you read such stupid remarks as those from Gary Hulse. There they were probably thinking kiwis were quite intelligent, had an imagination, and actually viewed the ABs jersey as something slightly more than a piece of fabric. What kind of an idiot would take the marketing campaign so literally?

The AB jersey is a portal. Yes, it's called "the Jersey" by ex players, because it is THE jersey that they've worn. It is a portal as well because to a man they'll say their lives were never the same after that first day they wore it in anger. To have the honour of wearing it makes you one of a very select group of men (1079 after this weekend I believe?) that have worn it in over 100 years.

And they always talk about only keeping it warm for the next guy, and that they're also playing for the honour of those that have gone before them. It is more than a jersey, it's a symbol of our nation and a source of pride for the majority of kiwis.

I went to the last RWC and it was the jersey of choice for most neutrals that didn't have their own team to support. Even as just a supporter I get huge burst of pride being able to walk into the great rugby grounds of Europe wearing my AB shirt, so I can only imagine what it feels like as a player. And the looks of envy, jealousy and near-hatred that you get from other fans proves that it's viewed as more than just a jersey by them as well.

King Richie is about to lead the Black Knights into battle against the evil northern hordes once more. Bring on all the hype and marketing you can think of. I love it.

Greg, Spot on, I picked up an AB's jersy some months ago and wondered who dreamt up such rubbish. It's a jersey - read a few ex-AB biographies and they all refer to it as "the Jersey". Always was, always will be. A portal's a doorway,or passageway - they'd look a bit stupid facing the Bok's with a portal covering their torso's wouldn't they? Thankfully Adidas in some respects have left well enough alone and it it's still predominantly black, but let's get rid of that marketing garbage.

...I think the critisisms of Deans and Gatland are a bit out of order. Deans applied for the ABs job before getting the Oz gib, the NZRFU didnt want him not the other way around. The man is a professional coach and wants to fulfil his ambitions at the highest levels. Same for Gatland.

Re the addidas sponsorship...I dont see a $200 million sponsorship deal as being a problem, why the fuss over a tiny emblem on the right chest??? In "good old days" the game was amatuer, if it had of been professional in 1970s the AB's sure as eggs would have had a sponsors logo on the jersey.

Arsenal dont play at Highbury any more, they play at Emirates stadium, lots of other teams have stadiums named after sponsors. naming rights and sponsorship deals dont have any effect on what happens on the field so why all the fuss??

I imagine Tonga, Samoa and Fiji would be happy with a fraction of what the ABs are getting from Addidas.

Onetou, I don't think you can say Fitzy has "sold out" to the Scots. They are a pitful rugby side that's barely a shadow of the former selves. Why shouldn't he try and make them competitive again? He was never asked to help the ABs, and has never asked for a position with them. He's happy living in the UK and he at least keeps a lid on some of the UK Sky blokes that get on their anti-AB horse from time to time.

Quite different to Deans who as soon as he didn't get his own way he threw the toys out the pram and sold himself to the highest bidder. And our "enemy" to boot.

Compare the two - which one do you think is lending a hand, and which one is actually plotting to beat his own country? You can chuck Gatland into this crowd also, although he was a bit short changed in his return to NZ to be fair and should have got a S14 post at least.

Well said,I am with you all the way test matches must be able to be seen free to air.I have sky but understand that not all can aford it so many real fans miss out.We need every fan rugby can get.

As an Irishman but life-long devoted All Black fan, the most important thing is that the sponsors dont get to mess around with the jersey's design - look at what's happened to, for example, the Scottish, English - and Wallaby - jersey's. They look more like superman's undergarments than bona fide rugby jerseys. The All Blacks have quite correctly stayed loyal to traditional design with minimal logos - and it has helped preserve the awe in which it's still held. Pure black with silver fern - long may it continue to inspire!

All black - great jersey. simple, less is best

kiwis are the all blacks greatest fans, look after them

I agree with you Greg. Overmarketing will kill the golden goose and demean the value and pride of the AB jersey. Look what has happened at the RWC - mega bucks and players with mega contract waiting for them versus a much less rated, less paid team, but whose pride once they have pulled on their country's jersey knows no bounds - I am of course talking about a certain France v AB match It is also another example of the perfidious nature of NZ'ers. While people pay lip service to being proud of being a NZer, the moment someone waves dollars in front of them, they have no qualms about selling out eg Deans and now Fitzy with the Scots.

I don't know if it played in NZ but recently Iveco had a cringe worthy TV ad in the UK with shots of Joe, Jerry and some of the other Polynesian/Maori ABs looking tough, then an Iveco truck (painted black of course) and finally the legend "Built the same way".

I could actually taste sick in the back of my mouth.

Frankly I was bloody embarrassed by all the arrogant hype these desk jockeys created leading up to the World Cup last year. That "haloed turf" crap along with numerous "countdown to the final" clocks scattered around the countries CBD's only serves to demonstrate why so many other fan bases love to hate us. I got blasted by posters on here for saying as such as this marketing arrogance dovetailed everyones thoughts merely assuming all we had to do was turn up to tourny to "bring the cup home" (yet another).

The All Black brand is far from a world wide brand but merely akin to a boutique wine drunk only in certain countries to varying levels of popularity. Yet again another marketing hype. Why are we so gullible? Is it our "island" mentality or underdog status that sees our rugby fan base go all goo goo gaga.

All the starry eyed kiwis at Adidas HQ need to learn from their counterparts in charge of the Germany football "account" as although they deserve to be arrogant building up to each of their WC's due to the number of times they have won it- clearly they arent.