Brand Tone

Authoritative, Professional, Heritage-Proud, Innovative, Quality-Focused, Passionate (about Rugby)

Brand Values

• •Heritage & Tradition
• •Quality & Excellence
• •Innovation & Performance
• •Trust & Reliability
• •Partnership & Community
• •Ethical Responsibility

Best Practices

• •Emphasize Heritage and Authority: Consistently weave in the brand's long history (since 1823) and its official supplier status (NZ Rugby, Rugby World Cup) to build trust and underscore expertise.
• •Prioritize Quality and Performance Language: Use strong, confident adjectives that speak to the superior construction, durability, and on-field performance of Gilbert products (e.g., "precision-engineered," "unrivalled grip," "elite performance").
• •Maintain a Professional and Respectful Tone: Avoid overly casual slang or colloquialisms. The language should reflect the seriousness and passion New Zealanders have for rugby.
• •Highlight Innovation Alongside Tradition: While heritage is key, also showcase Gilbert's commitment to technological advancement (e.g., smart ball technology, new materials) to demonstrate the brand is forward-thinking.
• •Connect with NZ Rugby Identity: Incorporate language that resonates with Kiwi rugby pride, referencing the All Blacks, Black Ferns, and the nationwide passion for the sport, especially given the renewed official partnership.

Social Perception

The Standard/The Original, High Quality & Durable, Official & Authentic, Traditional & Respected, Innovative Leader, Synonymous with Rugby

Copy Examples

• •Gilbert: The Heart of New Zealand Rugby Since 1823. Trusted by Legends, Crafted for Champions. For over two centuries, Gilbert has been woven into the fabric of rugby. As the official ball of New Zealand Rugby, we continue our legacy of quality, innovation, and unwavering support for the game, from grassroots to the global stage.
• •Engineered for Victory. The Gilbert iNNOVO Match Ball – precision, balance, and unparalleled grip. Experience the performance demanded by the All Blacks and Black Ferns. Elevate your game.
• •Honouring 200 years of rugby history by shaping its future. Gilbert combines time-honoured craftsmanship with cutting-edge technology to deliver equipment that performs at every level.
• •Wear Your Colours with Pride. Gilbert teamwear – customisable, durable, and designed for the New Zealand rugby community. From local clubs to national heroes, we equip your ambition.
• •Choose Gilbert. The Official Ball of New Zealand Rugby. Shop the range trusted by generations of Kiwi players and the world's elite.