Adidas All Blacks Rugby World Cup Jerseys initially hit the shelves in New Zealand at a price of NZ$220. Locals are outraged as the same jersey is available online and in other countries at half this price.
Adidas Refuses to Drop Rugby World Cup Jersey Price
In spite of pressure from the media, Adidas has refused to drop the price of the New Zealand Rugby World Cup jerseys. To make matters worse, they also cancelled the ‘Black is Beautiful’ party that was scheduled to be held in Auckland on Thursday 11th August. This was meant to be a dazzling pre-Rugby World Cup celebration.
Campbell Live, a news talk program on New Zealand's TV3, decided to throw their own party to compensate and on the evening of August 11th, John Campbell interviewed locals and asked their opinion of Adidas's behavior.
The debate has even provoked comment from New Zealand Prime Minister John Key who the New Zealand Herald reported as saying, “I've always found when you're in the hole, you should stop digging," He also said that New Zealanders are offended by the fact that the same jersey can be bought online at a much lower price. "It's when you just will not admit that there is a problem that it becomes a massive problem and I think that's the position Adidas have got themselves into."
All Blacks Rugby World Cup Jerseys Available Online
The price battle over the All Blacks jerseys reached a new level when locals discovered that the same item was available online at half the price – and that Adidas had asked the retailers to block delivery to New Zealand customers.
After a huge outcry, Adidas has reversed their decision and New Zealand residents can now order the official Rugby World Cup jersey from certain online stores.
New Zealanders Angry with Adidas
A Facebook page boycotting Adidas had nearly 5000 likes by the 12th August 2011. Comments were heated and included calling Adidas, ‘corporate bullies’ ‘small minded’ and ‘greedy’.
A journalist's visit to Rebel Sport in Timaru revealed that the store had stock of the women’s version of the Rugby World Cup shirt, but none of the men’s. A staff member said they had been told they would not be getting stock, but customers could place an order if they wished.
Rebel Sport was originally selling the jerseys for $220 but has since lowered the price to $170. Adidas has not reduced its selling price to the stores.
In response to Rebel Sport’s decision, a number of other sports stores have also dropped the price of the jerseys.
Although people are still purchasing the Rugby World Cup jerseys, the name Adidas has left a sour taste in most New Zealanders’ mouths. The general feeling is that the brand has suffered a massive blow and it will take a long time to restore public confidence and support for it – if ever.
Debbie Roome - Debbie Roome is an award-winning freelance writer, journalist and novelist with over 25 years experience.
