The BNZ Breakers are using a rebrand to reset their story. New creative partner Colenso BBDO has rebuilt the basketball club’s identity around the idea of moana—the ocean—and launched a hero film called Longshot, voiced by UFC champion Israel Adesanya. The work is the first major move under the new partnership and signals a deliberate shift in how the team wants to show up on and off the court.
A platform, not a paint job
Colenso developed the new identity with consultancy Haumi. The brand system is grounded in the energy of the moana: movement, constant change and connection. The ocean is treated as a pathway that links people, places and ideas, rather than a barrier. That idea flows through the jersey, the visual identity and the campaign.
New Zealand Breakers chairman and owner Marc Mitchell said the goal is “to turn the clock back in the best possible way,” putting New Zealand, fans and basketball culture back at the centre. In practice, that means rebuilding the fundamentals of brand identity while making an ambitious statement about the future.
Strategic Marketing Advisor Leanne Bats said every aspect of the brand has been reimagined, from identity and jersey through to the hero film. The Longshot film, voiced by Adesanya, is designed as both a recognition of history and a statement of ambition.
Why the moana idea works
For marketers, this is a useful example of brand platform thinking. A strong identity is not a logo swap; it is a narrative that can stretch across every touchpoint. The moana concept is specific enough to feel local and flexible enough to carry different messages over time.
It also gives performance and social teams a sharper hook. Paid media works harder when there is a consistent brand idea behind the creative. Instead of testing random sports imagery, the Breakers can test variations of one clear narrative: connection, movement and progress. That is a smarter testing ground for performance marketers.
- Identity: moana as a connector, not a barrier.
- Film: Longshot, voiced by Israel Adesanya, links history to future ambition.
- Rollout: social and broader campaign extend the story beyond the court.
The voice choice is the interesting bit
Adesanya’s voice-over is the campaign’s most interesting tactical decision. He is not a basketball player, but he is one of New Zealand’s most globally recognised athletes. That choice widens the campaign’s reach beyond basketball fans and borrows credibility from combat sports culture. It also gives the film a distinctive tone that generic sports advertising would not have.
Colenso CEO Angela Watson framed the partnership as helping Aotearoa win globally. That framing matters: a local brand using a global stage is a story, not just an ad.
What comes next
The real test is whether fans claim the new identity as their own. A launch film is only the beginning. The moana idea needs to show up in game-day content, community stories and social execution. If it does, the Breakers may have a template other sports brands can borrow.
Source: Campaign Brief
