What does it truly mean to belong? For the All Blacks, belonging is stitched into every thread of the black jersey — a powerful symbol of legacy, connection, and responsibility. In this inspiring session, Ian Jones MNZM, All Black and now Kaitiaki and General Manager of the All Blacks Experience, takes us inside the enduring connection between the team and Aotearoa New Zealand — a bond that transcends generations and unites a nation. Ian will explore how the All Blacks stay rooted in their homeland and culture, how each player becomes a caretaker of the jersey, and how belonging is forged through club rugby, the making of an All Black, and the shaping of character under the immense pressure of national expectation. From the anticipation of team selections to the nerves of game day, Ian shares personal reflections that bring to life the emotional journey of wearing the black jersey. Finally, Ian will share how his role in developing the All Blacks Experience translates these deeply human themes into the world of guest experience — transforming the powerful story of belonging, legacy, and pride into an immersive, globally acclaimed attraction. Join us for this rare glimpse behind the haka, where sport, culture, and storytelling converge to create one of the most resonant experiences in the world.

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