The British & Irish Lions rugby team for its first tour of New Zealand in a decade wanted to brand its new match jerseys as “untouchable” since no player will have the honor of touching it until they’re chosen to be a part of the squad.
The team’s official apparel partner, Canterbury, took the directive and then used technology to make its play on the word “untouchable” come to life.
The day before the unveiling of the jersey, 30 Lions fans who had pre-ordered it received a limited edition mobile device that produced a mini-hologram of the “untouchable jersey” through the user’s smartphone that gave a sneak peek of what the shirt looks like. The hologram itself, of course, is untouchable, and it comes with a message from coach Warren Gatland.
A replica of the match jersey that will be worn during the British & Irish Lions’ tour of New Zealand will be unveiled Tuesday after Canterbury had received the exclusive rights to manufacturing the match and training kit for the team.
“The Lions are defined as being the very best of the best on and off the field and it is fitting that we are entering into a partnership with Canterbury who are considered to be the world leaders in rugby apparel,” John Feehan, British & Irish Lions CEO said in a November statement.
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The jersey, untouchable until a player earns the right to wear it, is taken very seriously by the team.