Launching Ireland’s 2025/26 rugby jersey

To successfully launch the new 2025/26 Ireland Rugby Home kit in partnership with Canterbury of New Zeland and Intersport Elverys. PBPR was tasked with driving significant brand awareness, connecting the jersey with the Irish landscape from which it drew inspiration.

To anchor the launch in a strong narrative theme, 'Landscape of Legends', which connects the jersey's design to Ireland’s rugged countryside. The strategy focused on a unique pop-up activation to generate visual interest, inviting journalists to pick up a shirt and speak to stars of the national team, including Sam Prendergast and Erin King.

Press Box PR supported the 'Landscape of Legends' campaign by managing a unique launch event in the Dublin mountains at Ticknock. PBPR facilitated media access to ambassadors securing coverage that reflected the messaging of the jersey across all corners of the Irish print, social and broadcast media.

The campaign secured widespread coverage across top-tier Irish sports media and specialist rugby verticals. Major publications including Irish Mirror, Rugby Joe, The 42, and Ruck featured the launch. The narrative approach successfully differentiated this launch from standard kit reveals, driving high engagement from fans and positive feedback from journalists both at the launch and in newsrooms