2014 jersey
revealed
The Chiefs are preparing for the 2014 season and are particularly excited to share the story of our new jersey with you. The 2014 Chiefs jersey is designed by Dave Burke, Luke Crawford, and Wally Rifle who have a close association with many of the team’s senior players. They worked closely with a team of Māori advisers to ensure the designs used are appropriate and meaningful to add value to the Chiefs’ successful and winning ways. This project was done alongside the Chiefs franchise - including senior players and management and the marketing team.
The jersey design is centered on three main themes: 1.
KOTIATE (central shape in black)
Hand held clubs used by chiefs in warfare.
2.
AWA (flowing yellow kowhaiwhai)
Waterways which when combined into a single centralised flow become unstoppable.
3.
ARA POUTAMA (red background)
The stairway to success urging players toward continued development and growth.
kotiate
BLACK HANDHELD CLUB The defining design is the Kotiate (Chiefs Weapon), which is a handheld club used in times of battle. The design means players enter each game armed and ready for action with
A WEAPON FIT FOR A CHIEF. The top part of the Kotiate has the stylised claws and teeth of taniwha in the region of the chest. This injects sting into the most important part of the weapon so there is impact when the Kotiate strikes. This part of the Kotiate is called ‘Te Rau o te patu” and is there to dispatch the opposition in battle.
A black tattooed face forms the bottom part of the Kotiate and represents those people players carry with them onto the field. For many this is whānau and family. The face is strategically positioned on the stomach (puku) where Māori believe strength is drawn just as they draw strength from their families.
ara poutama RED BACKGROUND
The red background has the ‘Ara Poutama” design. This depicts an upward staircase, which urges players to keep striving for continued success through constantly improving themselves individually and as a team.
awa
The mangōpare design (hammerhead shark) is also incorporated in the waterways and represents tenacity, strength and determination, which a chief must display to be successful.
"TE TĪMA O NGĀ TOA - KŌKIRI WHAKAMUA KIA EKE PANUKU, EKE TANGAROA" "MIGHTY CHIEFS - ADVANCE TO VICTORY!"
YELLOW WATERWAYS The flowing yellow kowhaiwhai patterns encircling the Kotiate depict waterways; these represent the rivers and lakes from players home unions. These waters flow overland and subterranean to combine with the Waikato River and the region where the team is based. The well-known proverbial saying associated with the Waikato River says:
“WAIKATO TANIWHĀ RAU, HE PIKO HE TANIWHĀ, HE PIKO HE TANIWHĀ”
“Waikato of a hundred chiefs, at every turn of the river a chief” - The taniwhā are guardians clearly visible at each twist of the design and represent all those who support the Chiefs team.