adidas & Munster Rugby – #MyMunster

The Challenge

adidas have sponsored Munster Rugby since the start of the 2007/2008 season. In a challenging retail environment, there was huge pressure on the brand to deliver a strong return on investment via replica sales.

WH needed to successfully launch the new Munster home and alternative jersey in an innovative and engaging way that broke free from the traditional kit launch.

In doing this, it was essential that we brought the fans closer to the players and team, while engaging with the brand’s official retail partner, Life Style Sports.

Our Response

WH devised a socially led campaign that would bring passionate Munster fans even closer to their heroes. By launching #MyMunster, adidas and Life Style Sports gave 23 fans the chance to have their family crest embroidered on to an official player’s jersey for the match versus London Irish.

The chosen fans were VIP guests of the club on the day, getting to hang up their jersey for their allocated Munster player and then meet them in person after, where the player handed back the personalised crested jersey.

The Results

  • #MyMunster campaign celebrated not only the deep connection Munster Rugby has with their fans but also the deeply ingrained sense of family the club has all over the province and worldwide
  • Total training and jersey sales of home and alternate kit (in launch week period) exceeded KPI’s with Life Style Sports
  • Video content was picked up by national online websites,, and shared by players, Munster, adidas, Life Style Sports and most importantly the prize-winners and fans.
  • The full campaign achieved the following: 13,161,987 for our Opportunity to See & Hear and a PR Editorial Value of €1,036,266