Courage Collection

After 25 years of dominating the rugby sports space, we re-launched Samurai’s athleisure collection. You know it – performance, grit, versatility and movement. The campaign video landed Samurai their largest multi-year 6-figure deal to date – sponsors of Dubai 7’s, the largest sports and entertainment festival in the Middle East.


The two locations we chose matched the tempo, composition and texture, complimenting the athletes’ sporting abilities and durability of the garments. We created the tone through precise colour grading techniques and sound design in post-production. In addition to the campaign, AMA produced an individual athlete series. These highlight the diversity of the brand and apparel, paying homage to rugby, transcending in to athleisure.