.svg)
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, ThreeNews, 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.
