KEY POINTS:
Adidas used to be happy being seen and not heard. Their sponsorship of the All Blacks felt right - a good fit between a sports apparel manufacturer vying for share in a squeezed global market and a rugby team looking for recognition in that market.
The German-based adidas used to let their three stripes do the talking. When they signed the initial deal in 1999, they were sensitive to the heritage of the All Blacks.
Adidas had allegedly identified 'success' as one of the three core brand values. All Black management suggested 'humility' - as that was more in tune with the psyche of the team and New Zealanders.
Adidas agreed and won more brownie points when instigating only subtle changes in the All Black kit.
Reebok had won the Wallaby contract about the same time and chose to make an impact by turning an iconic shirt into something that looked as if it had been designed by someone suffering from a heavy cold without having any tissues handy.
Phew, New Zealand Rugby Union executives thought, they had a key sponsor who was unobtrusive and respectful, content to let the success of the All Blacks drive sales.
It was no wonder neither party had any hesitation renewing association and in 2003 adidas agreed to a $200m nine-year deal.
The partnership flourished with the arrival of Graham Henry. He was more aware of the importance of external shareholders and players were encouraged to embrace their commercial obligations.
That was maybe the turning point, the toehold adidas had been after and imperceptibly the relationship began to change.
By 2005 there was a definite sense adidas were beginning to stick their claws in. The Lions tour had an unashamedly commercial bent as both sides were adidas-sponsored.
There was a TV advert featuring players from both sides and high-profile engagements for the players and visits to adidas stores.
Last year when the All Blacks toured France, they had lunch with the French soccer team who, of course, were sponsored by adidas.
And now the hand of adidas can be felt pushing and prodding the All Blacks. Europe is the key market for adidas and they are determined to drive real financial return from having the All Blacks in France for seven weeks.
The sponsor is no longer unobtrusive and getting to the point where they could be accused of hijacking the All Blacks.
Before the side left, there was a truly hideous farewell from adidas where the media and players were subjected to almost an hour of marketing pap.
The players were then given canisters of dirt, and, just like when the customised guitars were presented, most of the squad looked faintly embarrassed to receive such an obscure and utterly useless gift.
There has been more of this style of marketing in Marseilles and, on one occasion, adidas even scheduled an event at the same time the All Blacks were holding their obligatory daily media session.
Byron Kelleher reacted firmly to quash suggestions the All Blacks were having their strings pulled more by adidas than by management.
But there is no escaping the fact adidas have become more pro-active in promoting the relationship. The NZRU, too, talk publicly now about the marketing opportunity the World Cup presents for adidas.
For all the faults of the 2003 World Cup All Blacks, they were always a rugby side. In the last four years the All Blacks have evolved and are now a sporting brand.
There are positives. The players are no longer aloof and isolated and, collectively, the squad are better connected with the people whose emotional support they rely on.
But there is also a down side; the undisguised desire to make money from the All Blacks is hard to stomach as is the thought that by the next World Cup, we might be talking about the adidas All Blacks.
