All Blacks Shop

All Blacks Shop

Online Store and Brand Integration.

The All Blacks are a household name in New Zealand, Aotearoa. When they offered us the opportunity to build their new shop site we jumped at it.

  • UX design
  • Wordpress
  • Web Design
  • Visual Design
  • eCommerce

Who are they?

The All Blacks are New Zealand's national rugby union team and consistently the most successful international sporting team over the past 100 years.

Statistically the best side to have ever played the game, the New Zealanders jointly hold the record for the most consecutive test match wins for a tier one ranked nation, with a phenomenal 77% winning record in international rugby, and a winning record against every opponent.

The Challenge

To build a world class online eCommerce store for a world class team. New Zealand Rugby was looking to work with an experienced eCommerce retailer to rebuild the New Zealand Rugby official online store at

Our Solution

WordPress and WooCommerce is a mature software platform with many options for scalability and integrations.

We selected WooCommerce as it allowed for easy integration into [the team’s] other back-office systems. The All Blacks are a major Kiwi brand; the website has been a great success and testament to WooCommerce meeting the technology requirements for major retailers.

– Norm McKenzie, Meta Digital

Know Your Team

We began with learning more about New Zealand Rugby, how they represent their brands and how they wanted the new store to work. One core function was to allow fans of the official All Blacks site to login with their existing details, working closely with other developers.

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Conceptually Consistent

For this project we envisaged a modern online store design which shared a closer design style with the main website. This was to help maintain stronger brand continuity between platforms.

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Try time!

Go the ABs! The website is finished and looking great across all devices but the game goes on. Check out the finished website:

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Let's work together

Without great clients we can’t do great work

Let's start a project