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All Blacks take equity stake in Nura—now its official headphone partner
HAX Team
Nura became the official headphones of the All Blacks rugby team
Nura became the official headphones of the All Blacks rugby team. Source: All Blacks

Innovative global headphones brand Nura (HAX 08) and the All Blacks have announced a joint partnership which will see Nura become the Official Headphones of the All Blacks-and in a unique arrangement, New Zealand Rugby will take an investor equity stake in the company.

‍The Melbourne-based consumer electronics company designs and manufactures headphones with innovative personalized sound technology. Nura’s debut product the nuraphone launched in October 2017 and in July 2019, Nura became the first and only company to add active noise cancellation to a headphone via a software update.

Nura CEO Dragan Petrovic said: “Despite being a small nation, New Zealand Rugby dominates a global sport through passion and a relentless pursuit of perfection. This inspires us at Nura like so many others around the world. We are a young company on a mission to revolutionize how humanity experiences music and disrupt an industry dominated by global giants. We’re proud to support the All Blacks and bring them closer to the music that moves them on and off the field.”

‍NZR Chief Commercial Officer Richard Thomas said: “This is an incredibly exciting and unique partnership between NZR and Nura. The partnership was formed with the vision of bringing music and rugby together and having two high-performing organizations collaborating together to achieve success.