Adidas’s campaign called “Adi Thread” was a collaborative effort with the University of Canterbury to create a unique experience for the All Blacks professional rugby team fans to contribute to a special addition jersey for their captain. This Contributory experience is a great use of the emerging Nano technology capabilities. Fans logged onto a microsite where they entered their name on a virtual thread which was then produced as the physical sticking for the jersey. This also has as elements of a Collective experience, as all 100,000 fans who participated can feel like they are part of the team in a more personalize and up-close way as the watch the matches.
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