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In Detail
When New Zealand cricket great Kane Williamson launches a business, the world tends to pay attention. That's exactly what happened when Payper managed the media strategy for Cover — Williamson's new sports protection brand — in March 2026.
Cover was born from a moment every cricketer dreads. During a 2012 Test against South Africa, a Dale Steyn delivery split Williamson's box in half. That experience set him on a years-long mission to bring science-backed design to a product category that hasn't meaningfully evolved in decades. The result: a premium alloy box, engineered in New Zealand, capable of withstanding ball speeds well over 200km/h.
Payper was engaged to ensure the launch cut through — and it did. The story landed across every major New Zealand news outlet on day one, with Stuff, NZ Herald, RNZ, 3 News, Newstalk ZB, Crowd Goes Wild, and The Post all running coverage. Trade and business media picked it up too, with M+AD Daily and Caffeine featuring the story.
But the real reach came internationally. Reuters ran the story, distributing it across dozens of outlets in cricket-obsessed markets including India, Pakistan, South Africa, and Turkey. Publications like The Tribune, Dawn, Express Tribune, and Business Recorder all carried the story — putting Cover in front of cricket audiences across the subcontinent and beyond.
Grant Elliott, Cover's commercial lead and former Black Cap, also completed a full day of radio interviews, landing segments on The Rock, Hauraki, The Hits, Coast, and ACC — giving the brand strong reach across a broad listener base.
In total, the campaign generated 28 stories across consumer, trade, business, and international media — reaching an estimated 1.9 million people in New Zealand alone. The Reuters wire ensured the story went further still, landing in publications from Karachi to Istanbul.
For a brand launching its very first product, that's a serious statement of intent — and proof that the right founder story, paired with the right strategy, can take a New Zealand brand global from day one.
Easily the best experience I've had with a provider. The Payper team are consummate professionals and would recommend to anyone looking for support with media and communications.
