Global sports data shows that playing on home soil gives teams a 15% advantage. For the Queensland rugby team, that jumps to 25%. But in the 2025 State of Origin, the final two deciding games were played away from home. As the Maroons' major sponsor for 35 years, XXXX had to act.
XXXX partnered with PUMA to design custom ‘Home Ground’ boots for captain Cameron Munster, embedding real Queensland soil between the soles. Engineered, 3D printed and performance tested for elite competition, the boots fused material innovation with symbolism. Worn in both away matches, they transformed the brand’s ‘Pride in Your Origin’ campaign into the game itself, delivering a visible psychological edge by allowing Munster to literally carry home into enemy territory as Queensland went on to win the series.
