Crusaders has launched a major brand platform in partnership with creative agency Plato.
The platform, One of Us, celebrates the people at the heart of the club and strengthens the sense of belonging that defines Crusaders rugby.
It comes as the Crusaders gear up for a landmark 2026 season – their 30th anniversary and preparing to open its new home, Te Kaha (One New Zealand Stadium).
A celebration of the whānau
Crusaders’ CEO Colin Mansbridge says: “This campaign is a celebration of our whānau – the people who fill the stands, raise their kids in red and black and carry the Crusaders spirit wherever they go.
“One of Us is about belonging. It’s about acknowledging that this team isn’t just ours – it belongs to all the regions that make up our great club.”
Grace Jones, Crusaders’ head of marketing, says: “Our challenge is to turn passion into presence – to get fans off the couch and into the stands.
“Plato’s strategy nailed it: fans crave authentic, high-energy experiences. One of Us delivers that emotional connection, reminding everyone that this is more than rugby – it’s our whānau and our legacy.”
A force of community
Plato’s creative lead Fiona Murray says their team recognised the massive opportunity presented by the new stadium.
“It gave us a huge opportunity to evolve the Crusaders identity. One of Us shifts the focus from a successful team to a powerful force of community. The message is simple: we’re connected, we’re whānau, we’re all Crusaders.”
Jones adds that at the core of the campaign is the Crusaders’ brand ethos of ‘For Each Other.’
“Our fans aren’t just supporters, they’re part of who we are. By showcasing real people and real stories, we’re inviting every Crusader, from every corner of the world, to see themselves in this team. If you love this club, you’re one of us.”
Fans take centre stage
The campaign puts Crusaders supporters front and centre. A recent shoot capturing fans sharing their stories – their faces, voices and journeys – will feature in the 2026 season brand film and across fan-focused content.
Head coach Rob Penney says seeing supporters woven into the campaign feels right.
“When we run out onto the field, it’s for the people who stand behind us. The energy, loyalty and pride of our fans have always been a huge part of what makes this club special. Having them at the forefront of this campaign is exactly how it should be.”
One of Us launches this week across outdoor, digital, social and experiential channels.
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