A legend lives on
Sir Gordon Tietjens is busy creating a new legacy off the field.
WORDS NICKY ADAMS | PHOTOS ALAN GIBSON
“I built my teams based on traditional values, honesty, respect, humility... all the qualities you need in an individual. Then you had to create the culture. You want to pick players that are prepared to roll their sleeves up and work hard. Because that’s the Sevens game.”
While Sir Gordon Tietjens is clearly discussing the attributes needed in an elite sportsperson, there’s a direct alignment with the qualities needed to build a solid business. After an exceptional career spanning 22 years of coaching the All Black Sevens team (while simultaneously working at Bay Engineering Supplies), Sir Gordon left a legacy in this field that most New Zealanders would agree has been unparalleled. He has, however, more recently found his niche in another sports related arena. In 2019 he was approached to become brand ambassador for Legend Sportswear; he jumped at the challenge of this new opportunity but quickly realised that it was something to which he could add not just gravitas, but also his expertise. As with everything he does, rather than being a figure head, this is a ‘boots and all’ role.
Player from Rotorua Primary School wearing Legend Sportswear.
The Legend Sportswear brand had only recently established itself in apparel when Sir Gordon came on board. It had already been successfully operating in garment manufacture since 2004 from its dedicated factory in Shanghai. When Mandy Qi and Looi Tan, the Australian owners, decided to move into sportswear, they first targeted the Pacific market, quickly making firm inroads into the sports circles of Australia and Fiji, securing the apparel supply for the Newcastle Jets in Australia and the Fiji rugby league team to go to the World Cup. Coming on as brand ambassador, Sir Gordon straight away immersed himself in the role — representing, speaking and promoting the brand. However, it wasn’t long before he saw that here was a gap in the New Zealand market, and one that Legend Sportswear could fill.
Australian owners of Legend Sportswear Mandy Qi & Looi Tan.
“I saw a real opportunity to build and grow our brand,” says Sir Gordon. “Two of us started up, my current office manager Amelia Tagica and myself, and straight away we contracted three sports clubs in the Bay of Plenty. It’s just grown from there. We’ve now got an office here, three graphic designers and three administrators.”
Initially concentrating on sportswear, Legend is now the choice for adults and children across multiple sports disciplines, plus school sports and even school uniforms.
For a person with a public persona, becoming the name - and face - of a brand is layered. Of course, the exposure is there from the offset, however, there is a definite responsibility to the public that the product lives up to the endorsement. There is no question in Sir Gordon’s mind that Legend Sportswear is more than worthy of having his name behind it. He knows that Legend’s core values align with his own - trustworthy, affordable, high-quality and exceptional customer service.
“I see more than anything that you need to build relationships, and within that relationship you build trust. That to me is the real key,” he explains. “That’s what it’s all about. If you want to build the brand you build it around being professional and being right up there and competing with the best... Being a new brand we’ve got to prove ourselves. That’s what we’ve been doing, and we’ve seen the growth.”
The quality is, of course, important. Without doubt there are aspects to the construction process that Sir Gordon is very proud - sublimation (a technique where design is transferred onto the fabric) being one. Another is their ability to be flexible and make changes to the stock design, plus a high level of sustainability; something the company stands behind.
Of huge importance too is the process itself. “One of the real benefits is that we provide the opportunity for our customers to come in and sit with our graphics team to do their own designs... You might spend a couple of hours, but your designs are approved and set and away you go.”
Add to this the efficient rollout: “A big positive for us is the delivery. Our times are really good,” he adds. “We’re looking at four weeks, sometimes three, from the confirmation of the artwork being approved and the order being placed.”
I wonder how Sir Gordon’s background and expertise plays into the whole process. “I suppose because I’ve been immersed in sport, coaching the All Black Sevens for 22 years, and I’ve been involved in the different apparel companies. I know the expectations of what an athlete wants and what’s good and what’s not. And I’m putting my name next to a product that excites an athlete, that they really want to wear and
that’s good quality.”
As a home-grown Bay of Plenty native, Sir Gordon holds his authenticity and the value of personal service dear, which is why when the product arrives, it’s in a van being delivered by Sir Gordon himself.