A Day in the Life as a Pro:Direct Rugby Content Producer at the adidas New Zealand All Blacks Event

London, Oxford Street – The Pro: Direct team is at the heart of the action as excitement builds around adidas’s latest New Zealand All Blacks replica range launch. As a Pro: Direct Content Producer, today’s assignment couldn’t be more thrilling: creating fresh, exclusive content with rugby icons Codie Taylor, Jordie Barrett, Rieko Ioane, and Ardie Savea at the adidas flagship store.

The Arrival
It’s early morning, approximately 7:30 AM on Oxford Street, and our team is buzzing with anticipation. Even before the store opens, fans are lining up, eager to see their heroes. Inside, the adidas team has transformed the space into an All Blacks shrine, perfectly spotlighting the new 2024/25 replica range. Black, silver, and sleek lighting combine to bring the iconic All Blacks game-day vibe to life.

Our mission is clear: capture unforgettable content that celebrates the deep partnership between adidas and the All Blacks, one of the world’s most celebrated teams, and create visuals that resonate with the Pro: Direct Rugby community.

Setting the Scene
In content production, planning is everything. We start with a walkthrough, working with the adidas team to scout the best angles, locate ideal interview spots, and coordinate our plan for a flawless content capture. The new All Blacks range is stunning—modern, sustainable, and brimming with national pride. From replica jerseys to training gear, each piece embodies heritage while delivering a fresh look for 2024/25.

Meeting the Fans and the Players
By midday, fans have packed the outside of the store, eagerly awaiting entry. Groups begin trickling in, and the energy is electric. Our cameras roll as Codie, Jordie, Rieko, and Ardie greet fans, sign jerseys, and participate in an engaging interview with The Good, The Bad and The Rugby podcast (link to listen here).

Capturing these moments is a privilege, and we’re fully aware that this access is a rare opportunity. We position ourselves to capture a candid exchange between Jordie Barrett and a young fan whose replica jersey hangs slightly oversized—a little detail that adds to the magic. Jordie leans down, signs the jersey, and offers kicking tips. These authentic interactions capture the deep bond between the All Blacks and their supporters, bringing out the unique charm of rugby.

Behind the Scenes
With the fan session wrapped, it’s time to dive into the content creation. We guide the players to the store’s VIP Room, where our team has been prepping, test-shooting, and planning all morning. This setup is designed for a relaxed, dynamic shoot that highlights the finer details of the new replica range. The players gather in front of a striking red velvet backdrop, exuding a sense of class and style.

The Pro: Direct team captures both photo and video of the players interacting, modeling the gear, and sharing some laughs. Ardie Savea’s charisma shines as he discusses the design and legacy of the kit, while Codie Taylor talks about the All Blacks' commitment to performance and style.

For social media content, we introduce Max Brown (@MaxBrown), whose passion and knowledge take the content to another level. Max works with the players to deliver social-friendly snippets, interacting with them to bring out unique perspectives and behind-the-scenes insights.