This is not a Jersey - is the latest marketing campaign from a New Zealand All Blacks rugby team and it's got everything. High Tech, interactivity, fan base engagement and viral components. Like I said - everything.
One jersey at a time is getting engraved by the names of 100,000 fans. Team Captain Richie McCaw's jersey was just finished, meaning that the names of fans were engraved onto a single thread used to make the jerseys. No worries though, you can still sign up your name for the next jersey.
The engraving process is made possible by Fibre Imprinting Nanotechnology, which was developed by Professor Richard Blaikie of the University of Canterbury and the MacDiarmid Institute of Advanced Materials and Nanotechnology.
Talk about engagement - you sign up, you invite your friends to sign up and there's even a search engine to find who else has signed up to have their name worn on the battle field.
They call it "AdiThread" and you can sign up here http://www.thisisnotajersey.com/#/adiThread
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