Atlantis Headwear x All Blacks 2026
The London Commercial Window tells the story of our fan-based vision for 2026.
Atlantis Headwear x All Blacks 2026: fans at the heart of the story.
Some projects are created simply to produce content. Then there are others that do more than that: they define a direction, a trajectory. The London Commercial Window, held in November 2025 around the All Blacks v England weekend, belongs to the latter. For us, it was not just a production moment, but a concrete step within a broader vision: building a style of communication that moves ever closer to the fans, their energy and the way they experience the game.
This is exactly where one of the central pillars of the 2026 Campaign begins to take shape: Atlantis Headwear as a fan aggregator for the European All Blacks community. A positioning that allows us to elevate the partnership with authenticity, finding a credible point of connection between brand, sport and fan culture. The Hero video fits into this narrative as a gateway: not as a final summary, but as the first entry point into a broader storytelling universe, designed to bring our perspective even closer to that of the fans.
“Little Legend, Big Answers”.
What made this project even more meaningful was the decision to build the narrative around a format capable of humanizing the players. Hosted at The Lensbury Resort in London, “Little Legend, Big Answers” was conceived as a lean yet authentic activation: a meet-and-greet followed by a social activation, with Prya-Rose Brookwell as host and Billy Proctor, Cortez Ratima and Wallace Sititi at the centre of the scene. In this setting, the presence of the All Blacks felt closer, more spontaneous and more relational, allowing not only the profile of the athletes to emerge, but also the energy of the group and the human dimension that makes their legacy even more compelling.
The project was born from a synergy between Atlantis Headwear, the All Blacks and We Are Laugh, a creative company that develops narratives able to connect brands, sport and fan communities, giving shape to a production designed to enhance concept, location and visual quality with the right balance. London, in fact, was not just a production stop in 2025, but the place where we began to make a strategic question for 2026 tangible. How do you speak about the All Blacks while remaining, first and foremost, on the side of their fans?
