With the 2011 Rugby World Cup in full swing, we take a look at ‘all heroes’, a creative concept developed by Auckland's Qubic Store and adidas Originals for New Zealand’s national rugby team, the legendary 'All Blacks'. A 128 year old sporting franchise and ranked number one internationally, the All Blacks enjoy a fearsome reputation amongst their competitors and hold a mystical fascination for fans worldwide through iconic symbols like the Haka and the Silver Fern.

Directed by Frank Liew of Qubic Store and Sean Wallace of Eyeball Moving Image, the ‘all heroes’ short film features four of the most iconic contemporary All Blacks to ever take to the field and explores the aura of the team as interpreted by Auckland based illustrator and artist Elliot F. Stewart.

‘all heroes’ also features a sneak preview of a limited run adidas Originals x Qubic Store x All Blacks Campus 80s shoe, the first ever adidas Originals licensed shoe with the All Blacks due for release later this month.


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