"Game Changer for Both Brands" - Canterbury and Decathlon Announce Giant Collaboration - Ruck

“Game Changer for Both Brands” – Canterbury and Decathlon Announce Giant Collaboration

Iconic rugby brand, Canterbury of New Zealand has signed a co-branding agreement with sports equipment distributor, Decathlon. The partnership will run until the end of the 2027 Rugby World Cup and will see “Canterbury by Decathlon” equipment produced.

The products that the two sporting brands will produce includes; balls, tees, helmets, protective underwear and mouth guards, all of which will be available in Decathlon stores and online. 

Thomas Regenbogen, SVP Sales DACH, Western EU and Pan EU, Pentland Brands said; “We’re thrilled to partner with Decathlon; it’s a game-changer for both our brands and, most importantly, for rugby fans and players. Decathlon’s dedication to quality and accessibility aligns perfectly with our mission to serve the rugby community. This partnership is a testament to our shared commitment to the sport and we’re excited about the positive impact it will have.”

William Lanigan, Decathlon Sports Leader, Team Sports, said; “We are delighted to be able to associate our Decathlon brand with one of the most emblematic brands in Rugby. To combine the notoriety of Canterbury with excellent technical and accessible products is great news for rugby players all over the world. We are proud of this partnership and believe that it shall be good for the sport and mutually beneficial for both parties.”

Established and recognised in world rugby, the Canterbury of New Zealand brand has been regularly equipping the best teams in the world since the 1990s, and currently are the kit manufacturer for Ireland and British and Irish Lions, amongst many other men and women’s teams across both the Northern and Southern Hemispheres.

Canterbury products are recognised by players for their technical qualities, particularly in textiles. A credible sports brand, the 3 Kiwis also brings its own touch to outfield clothing.

As a distributor, Decathlon also establishes itself as a designer of technical products. Capable of managing all stages of design, the French brand sets itself the objective of offering the most appropriate and efficient offer. Its desire is to make the pleasure and benefits of sport sustainably accessible to as many people as possible.The collaboration aims to combine the notoriety & legitimacy of Canterbury with the technicality & accessibility of Decathlon.

From next July, this collaboration will mean that co-branded products will be available on the Decathlon distribution network. Through this collaboration, and with these technically advanced products, Decathlon aims to satisfy the most demanding of regular players as well as the club market, while retaining its DNA of affordability. As a designer and distributor, Decathlon distributes rugby products in over 600 of its shops in Europe.