Is this a first in advertising? Nanotechnology used to engrave names of fans into the threads of All Blacks Adidas Jerseys? Seriously - nanotechnology!
I'll let TBWA\WHYBIN explain:
Here is the latest work from our office in New Zealand for adidas and the All Blacks. This year we are going to engrave the names of thousands of fans onto the actual thread that makes the All Blacks jersey, with ‘AdiThread’.
All is revealed on www.thisisnotajersey.com.
The Fibre Imprinting Nanotechnology was developed by Professor Richard Blaikie of the University of Canterbury and the MacDiarmid Institute of Advanced Materials and Nanotechnology. The technology has been commercialized by Canterprise Limited, the Commercialization and Technology Transfer Company of the University of Canterbury. Canterprise CEO, Raiyo Nariman says “Adi Thread demonstrates how state of the art technology coming out of the University can be incorporated into innovative applications in fields outside technology-based products”.
Attached is an image from a test run of an actual thread with the names of 1073 All Blacks on it.