Classic Sportswear celebrates 30 years of Super Rugby in new anniversary campaign via Boxer

Classic Sportswear is marking a major milestone with the launch of a new anniversary campaign created in partnership with independent agency Boxer, celebrating 30 years since Super Rugby first arrived in homes across the country and changed the rhythm of Kiwi weekends. For many New Zealanders, those Friday and Saturday 7:30pm kick-offs became the centrepiece of family life, with living rooms filled with friends, food and the familiar excitement of the game. Players quickly became heroes. Fans became loyal for life. The competition embedded itself in our culture.

To honour the anniversary, Classic Sportswear has launched a nostalgic apparel range that takes supporters back to the early years of Super Rugby. The collection includes both performance and lifestyle pieces, created in partnership with all Super Rugby clubs. Every item has been designed to respect the past while celebrating the passion that still runs through Aotearoa today. Classic understands the place sport holds in New Zealand. Super Rugby has never been just a fixture on the calendar. It is part of who we are. It is the fabric of New Zealand.

Classic Sportswear partnered with Boxer to bring the anniversary to life through a campaign that reflects the authentic Kiwi Super Rugby experience. The love of the game does not end when the final whistle goes. It carries through weekday conversations, frosty mornings, long drives and weekends at the bach. It is a connection that lives well beyond the field.

Tim Eggers, Managing Director of Boxer, says the work felt personal from the beginning: “I grew up as Super Rugby’s biggest fan and that has continued to this day. Super Rugby is deeply ingrained in Kiwi lives, and it was clear that Classic were determined to honour that. They have delivered the best apparel range in 30 years, one that pays real respect to the journey. With the campaign, we simply wanted to ensure the milestone and the range were done justice. We drew on a lifetime of knowing what it means to be a fan and aimed to reflect that in a way that feels true to New Zealand.”

Says Carinda Palmer, Head of Brand and Marketing of Classic Sportswear: “This collection celebrates 30 years of Super Rugby — the moments, memories and passion that make the game such a part of New Zealand life. As a 90s kid, the campaign’s throwback really resonates with me, and the team at Boxer have brought it to life beautifully. We can’t wait to see the gear worn on the field and in the stands throughout 2026”

For Classic Sportswear, the collection is an invitation to remember, reconnect and wear the story of Super Rugby with pride.

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