Colenso BBDO has been named as the new strategic and creative partner of national basketball team, the BNZ Breakers.
The partnership reflects a shared belief in the cultural power of basketball and its growing relevance across New Zealand and around the world. For the Breakers, it marks an opportunity to reconnect with the club’s roots and resonate with the next generation of fans.
New brand identity
As part of the partnership, Colenso developed a new brand identity for the team, in consultation with design agency Haumi.
The new BNZ Breakers’ identity is grounded in the energy of the moana, expressed through movement and constant change. This idea showcases the ocean as a pathway that connects people, places and ideas, shaping how movement and exchange occur over time.
“Our goal is to turn the clock back in the best possible way,” says New Zealand Breakers chairman and owner Marc Mitchell.
“That means putting New Zealand, our fans and our basketball culture at the centre of everything we do. This is about getting the fundamentals right again – being proud of who we are, where we come from and how we show up for our community.”
Proud history
BNZ Breakers strategic marketing advisor Leanne Bats says every aspect of the brand has been reimagined.
“From our brand identity and jersey, through to this bold campaign from Colenso. Led by the ‘Longshot’ hero film, it represents an important recognition of our proud history, and an ambitious statement about our future.”
The film, voiced by UFC champion Israel Adesanya, is supported by broader campaign that includes social.
“We’re proud to be on the BNZ Breakers’ team,” says Colenso CEO Angela Watson. “They represent New Zealand in an international game. As an agency that also competes on the world stage, we’re passionate about helping brands, teams and ideas from Aotearoa win – globally.”
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