Rugby Canada announced today, that the National Team uniform will be undergoing a transformation with the announcement of a new multi-year partnership with global rugby brand Canterbury, a leading supplier of team apparel that has been dedicated for more than a century to making the most innovative highest quality products in rugby. In addition to the Canterbury partnership, Rugby Canada also unveiled today a new brand platform that boasts a distinctly Canadian look and feel, and hits at the heart of what Canadian rugby is all about. The new look will begin to roll out across all touch points from merchandise and national team uniforms, to social media and a dramatically improved website, RUGBY.CA.
Canterbury will play a key role in introducing Rugby Canada’s new brand, and comes during a period of growing interest and participation in the sport of rugby across Canada, as evidenced by record breaking attendance in the hosting of both Fifteens and Sevens events over the past two years. The rapid growth of fan support and awareness is a product of a systematic effort to raise the profile of the sport in Canada, and coincides with a major push by Rugby Canada to evolve and renew its operations and high-performance training facilities, honouring its commitment to supporting growth and excellence.
“Canterbury has a proven track record of excellence in the delivery of elite international rugby kit, and we are thrilled to be welcoming them into the Rugby Canada family,” said Allen Vansen, CEO, Rugby Canada. “This important partnership comes at a critical time in Rugby Canada’s evolution. Their commitment to the game, and shared values of innovation and excellence are an ideal fit for our organization as we strive to create the best conditions possible for our athletes to succeed on the world stage.”
The newly unveiled brand will come to life on the field this season when it makes its debut on the Canterbury kit worn by Canada’s men’s and women’s high-performance teams, beginning with the upcoming USA Sevens in Las Vegas, March 2-4, 2018. Canterbury will also supply Rugby Canada’s “National Team Collection” (on and off-field apparel merchandise bearing the new logo), that will be available today to the public for purchase on Rugby Canada’s newly redesigned website, rugby.ca.
“Canadians have signaled that Canada is now and forever-more a rugby loving nation, and their support has inspired us to reach for even greater heights – that’s what this new brand represents,” said Allen Vansen, CEO, Rugby Canada. “This design pays homage to our heritage, while pointing to a future where Canadians intuitively connect to our brand and its values – because they share them with us as Canadians – and it is a critical component to growing the sport’s profile, participation, and sustainability.”
A strikingly simple logo is at the heart of the new brand. The sport is center stage, set within an angular interpretation of the maple leaf — a symbol instantly understood around the world. The logo is framed by a shield, referencing the sport’s heritage and barricade-like athletic qualities. It’s an unmistakable design that will help connect fans and future players to the sport of rugby in Canada, and serve as a powerful symbol of pride and excellence for Canada’s men’s and women’s high-performance teams.
“Wearing the maple leaf on behalf your country is always a great honour,” said DTH van de Merwe, Men’s Fifteens. “Knowing that maple leaf will be showcased on our Canadian team jerseys by the most dedicated rugby brand in the world is a definite source of pride and inspiration that will hopefully extend beyond the pitch, to all the rugby loving Canadians who are supporting us on our journey.”
“It’s exciting to know that a company like Canterbury, whose proven excellence in the delivery of technical rugby apparel, will be playing such an important role in supporting our Canadian teams on the pitch, and promoting our new brand,” said Ghislaine Landry, Women’s Sevens. “This is an exciting step forward for rugby in Canada.”