For their first tour of New Zealand in a decade, The British & Irish Lions rugby team wanted to brand its new match jerseys as “untouchable” since no player will have the honour of touching it until they’re chosen to be a part of the squad.
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Commuters across the Capital were left stunned as they came face-to-face with the giant hologram on the Southbank. In a collaboration with Synergy, this stunt marked the launch of the jersey that will be worn by the British & Irish Lions players in the highly anticipated tour. The jersey has been positioned as ‘untouchable’ until players have earned the right to wear it with a call up to the Lions Squad.

Warren Gatland, Head Coach of the British & Irish Lions, said: “To see the jersey projected like that was great. The Lions jersey is iconic and for it to be unveiled in such a different and unique way for the public was very special.”