Storm in a Teacup

Storm in a Teacup


By getting the DHL Stormers to honour their moms with a jersey, we transcended digital platforms to connect with rugby fans & celebrate moms across the country.

The results

The five jerseys raised a staggering R78 000 in just two days with coverage on TV, radio, online & print earning over R471 000 in value. To top it off, adidas were so happy that they pledged a further R22 000, handing over a cheque of R100 000 to Sisters Inc., a home for at-risk moms and children.
And needless to say, Stormers-supporting moms were very pleased to see their boys playing in pink!

The challenge

Engage rugby-mad DHL Stormers fans while simultaneously honouring moms across SA.

To mark the occasion of Mother’s Day, adidas Rugby asked us to connect with the community of their key South African team, the DHL Stormers, and celebrate moms across the country.

The problem was, how do you link one of the world’s manliest sports with the tender love and affection we all have for our moms…and engage the fanatical Stormers supporters at the same time?

The solution

Design a batch of once-off Mother’s Day jerseys to be auctioned online for charity.

Inspired by high tea and vintage teacups, and in a first for adidasZA, we designed a one-of-a-kind floral jersey for the DHL Stormers. Then, using all of adidasZA’s social media platforms, their website and above-the-line PR, we teased the big reveal and the Twitter auction to follow, building up massive expectations from Stormers fans.