Rugby World Cup 2021 Supporters Hub
Bringing fans closer to the game with a next-level Rugby World Cup experience
Client:
World Rugby, New Zealand Rugby & Legends
The brief
Rugby — it’s a passion, a culture, a global celebration — a movement. The 2021 Rugby World Cup brought together the best teams in the world, and the challenge was clear: how do we amplify the fan experience beyond the stadium? We teamed up with World Rugby, New Zealand Rugby, and Legends to design a supporters hub that wasn’t just about merch — it was about community, connection, and unforgettable moments.
Our curious spark
What if a merch hub could be more than just a place to shop? What if it was a destination — a space where fans could gather, interact, and experience the tournament in a whole new way? We embraced this curiosity-first mindset to create a high-tech, interactive pop-up that didn’t just blend into the RWC 2021 experience — it became part of it.
Why this campaign matters
The Supporters Hub wasn’t just a sideline attraction—it was a reimagining of what it means to be a fan in the modern era. In a time when global sporting events are increasingly defined by digital touchpoints and fleeting interactions, it’s important to bring fans into the action, emotionally and physically.
Activating curiosity and creativity
Our curious crew at work
This wasn’t just a merch hub — it was a game-changing fan experience. By combining technology, live entertainment, and unexpected interactions, we turned rugby fandom into something tangible. Every element was designed to ignite excitement, build community, and amplify the RWC 2021 atmosphere.
Proof that curiosity pays off
Sales bump
The campaign generated thousands of dollars of revenue in a short period of time.
Key media moments
Participation trophies and "Player of the Match" awards created memorable, shareable experiences.
Fan experience
Reframed what fans expect of live sporting events with a cutting-edge sustainable hub
Lessons in curiosity
This project proved that fan engagement goes beyond the game itself. By asking, “How do we make match-day bigger than the stadium?” we created an experience that didn’t just support the Rugby World Cup — it became part of it.