Every year since 1999, adidas NZ Ltd has produced a stunning All Black poster for the New Zealand public. Met with fans’ approval, the striking 'Of This Earth' poster follows the theme of adidas’ campaign to support the All Blacks at the Rugby World Cup.

Two months in the making, the ‘Of This Earth’ poster dramatises the strong connection between the All Blacks and the New Zealand earth, as they summon up the spirits and energy of their ancestors for the strength needed in battle.

The rock spirits and manaia figures featured below the earth were designed by Rotorua-based sculptor Lewis Tamihana Gardiner, while the background above the earth features images of the North Island’s Central Plateau, including volcanoes Ngauruhoe and Tongariro.