Canterbury use hologram to unveil the new British and Irish Lions jersey

Canterbury has taken a unique approach to the marketing of the new British and Irish Lions rugby kit after unveiling a sneak peak of the jersey in the form of a hologram.

The sports brand offered a glimpse of the new ‘Untouchable’ top 24 hours before the official unveiling to fans who had pre-ordered jersey.

A total of 30 fans received a limited edition mobile device that produced a hologram of the ‘untouchable jersey’ through the user’s smartphone complete with a unique message from head coach Warren Gatland.

Canterbury chief executive, Chris Stephenson, said: “We’re really excited to provide committed British and Irish Lions fans with a unique opportunity to see the ‘untouchable jersey’ before the rest of the world. Some of these supporters have been waiting a long time to see what their heroes will be wearing during the tour to New Zealand, and to reveal that in such a distinctive way is something we’re very proud of.

“We can’t wait for the rest of the world to see the jersey in all its glory and are confident that it will be very well received."

The stunt is part of Canterbury’s marketing for the kit ahead of the team’s tour of New Zealand next year and the replica version will be revealed in full tomorrow (1 November).

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.