True launches brand identity and campaign for New Zealand SailGP Team the Black Foils

The New Zealand SailGP Team has introduced its dynamic new identity -Black Foils developed by True. Inspired by New Zealand’s sporting excellence, the Black Foils signify a bold new chapter for the team ahead of its long-awaited home event.

Celebrating the news, New Zealand wing trimmer and co-CEO Blair Tuke says: “Black Foils embodies the relentless pursuit of excellence that defines our team. New Zealand sport has a longstanding affinity with the colour black, it symbolises strength, courage, passion and resilience – values that are all integral to our team and what we stand for.”

Says Peter Burling, driver and co-CEO: “The Black Foils represent the spirit of New Zealand. We’re a nation of pioneers, achievers, and ocean lovers. The foils are what allow us to fly above the water at speeds of up to 100km/hr –they represent innovation and progression in our sport.”

The name, logo, and identity were developed by True, who worked alongside the team’s strategists and drivers to create an identity that would live up to the prowess of the team.

Says Matt Heays, partner and creative director at True: “It has been a privilege to work with the SailGP team to develop their new identity. SailGP is the most exciting race on the water, and the new team identity puts them at the forefront of that.”

The Black Foils are launching in time for the Season 4 SailGP Christchurch event. True also developed the campaign for the event, working closely with the SailGP global creative team.

Established by Burling and Tuke in 2020, the New Zealand SailGP Team entered the global racing championship in Season 2 and is now one of the most formidable teams in the fleet. Regularly jostling at the top of the leaderboard, New Zealand finished second overall in Season 3 and is currently second in the overall season standings, eight points behind Australia.

The adoption of Black Foils comes midway through a breakthrough season for one of the world’s fastest-growing sports and entertainment properties. SailGP has recorded unstoppable growth in New Zealand and around the world – last year’s ITM New Zealand Sail Grand Prix | Christchurch was watched by more than 400,000 Kiwis, and New Zealand has tripled its digital following so far this season.

Burling said he hoped the new identity would provide a rallying cry for fans new and old:  “New Zealand sailing fans are among the most passionate in the world, and we hope this identity is one our supporters can get behind – whether cheering us on in Lyttelton, or watching us halfway across the globe.”

Black Foils is part of a wider strategic movement within the SailGP global championship for teams to develop unique identities to complement national markers, with a phased rollout across this and subsequent seasons.

Says Abby Bolstad, general manager at True: “SailGP is for a new era of fans who want to get closer to the action. Our campaign has been created to make fans feel like they’re part of the race, right in the middle of the drama – there’s even one billboard where the boat cracks the glass.”

The campaign is currently live in outdoor, digital, and social. Fans can look forward to seeing more of the Black Foils when the ITM New Zealand Sail Grand Prix | Christchurch begins, 23-24 March 2024.