Holograms and smartphones – Canterbury launch British & Irish Lions kit in spectacular fashion

The new British & Irish Lions kit has been unveiled in spectacular fashion, as Canterbury partnered with Synergy Global to display a giant hologram over the London skyline ahead of the Lions’ 2017 Tour of New Zealand.

A day before the official launch, 30 Lions fans also received a limited edition mobile device that produced an exclusive mini-hologram of the ‘untouchable jersey’, complete with a unique message from Warren Gatland through the user’s smartphone.

The campaign is built on the ‘untouchable’ theme – no player is allowed the honour of touching a Lions shirt until they have earned a call up to the squad – and a hologram is the perfect way to reflect this.

“Canterbury are proud to be the first brand to reveal the new British & Irish Lions match jersey in a truly ‘untouchable’ way”, said Chris Stephenson, CEO at Canterbury. “Canterbury have over 110 years’ experience in rugby and, like the British & Irish Lions, understand how important this jersey is to the players that wear it on the pitch and the supporters who wear it in the stands.”


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Toby Marriott
Toby Marriott 91 posts

Toby is an Account Executive at Snack Media and Editor of Digital Sport. Follow him on Twitter @TobyMarriott

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