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2ot To break through the clutter, Adidas has the New Zealand All Blacks rugby team demonstrating their fan commitment by donating their blood which is then added to the ink used for printing the posters and team shirts. The limited edition runs are almost all gone before the season starts.

WSJ.com: Adidas Draws Blood for Rugby Fans, 2006-Sep-15, by Geoffrey A. Fowler

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"A signature is personal. But these guys do sign a lot of autographs," says Craig Waugh, the marketing manager for Adidas in New Zealand. "The DNA of the team is making it extremely personal."

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