A Striking Campaign by Sportswear Label Canterbury New Zealand Questions What It Means To Be Tough
Words by Connor Amor-bendall · Updated on 06 Oct 2022 · Published on 28 Sep 2022
Canterbury’s “CCC” logo has long been a sportswear staple in Kiwi and Aussie wardrobes. Those who grew up in the ’90s probably picture two-tone stubbies or side-zip trackies, but the company was actually founded back in 1904.
It has always sought to create robust, versatile clothing. Originally made to endure the uncompromising South Island environment, it went on to kit both New Zealand and Australia’s armies in World War I and is now worn by rugby teams across the globe.
Toughness has become its motto, figuratively and literally stitched into the company’s garments, and its latest campaign aims to highlight the many forms of resilience that get people through challenging times.
“The World’s Toughest Activewear” celebrates mental strength and coming together as a community. “Being the toughest is not about being hard or ruthless, it’s about showing up in the moments that matter and standing up for something,” says AJ Moriarty, who’s the head of product and marketing for Canterbury New Zealand.
The label worked with award-winning visual artist and photographer Tom Gould to create a series of striking imagery for the new campaign. Originally from Aotearoa, Gould has exhibited at MoMA and the British Film Institute, shot for the New York Times , British Vogue and Ralph Lauren, and worked with people like Action Bronson, Future and Travis Scott.
He captured portraits of people from the still battered Te Tairāwhiti Gisborne region, on the east coast of the North Island. The area experienced immense flooding and widespread damage between June 2021 and April 2022. Roads turned to rivers, forestry debris littered towns, homes were destroyed, and bridges and livestock were swept away. An already remote community was further isolated.
“Yet they naturally came together, united as a community and worked to rebuild their infrastructure, not once, but three times. This is the epitome of resilience, mental toughness and grit, which is what we wanted to capture with The World’s Toughest Activewear,” says Moriarty.
The series shows locals sporting the CCC logo standing proudly on their weather-beaten whenua.
They wear garments from Canterbury’s Terrain and Compass capsules , which weave together stylistic nods to the ’80s and ’90s with utilitarian undertones and classic Canterbury rugby jersey vibes.
The label’s heartland connection has always been strong, says Moriarty. “From sportswear to trade to agriculture, the presence of the CCC brand has always been felt in the rural regions” – another reason it felt right to pay homage to the Te Tairāwhiti community.
As part of the overall campaign, Canterbury is pledging up to $10,000 each to two charities – I Am Hope in New Zealand and Baytr in Australia. Both organisations support positive mental health for young people by creating safe spaces and building resilience.
The label has an online exhibition running on its website until the end of October, where you can vote to win your favourite image from the campaign – signed by Gould. For each completed entry, Canterbury is giving a $1 contribution towards the $10,000 totals, with The World’s Toughest Activewear calling on its community to not only highlight resilience but to also help build it.
The World’s Toughest Activewear voting campaign runs until October 31.
