Londoners were left stunned as rugby star Sam Burgess came to life in a shop window where he posed as a mannequin, shocking passers-by as he helped launch Canterbury's new 'Since 1904' range at House of Fraser's store in Victoria.
Transforming the area in front of the window into a selfie-taking-zone, it soon became a place to take some interactive 'Shop Front Selfies', allowing fans to grab a quick photograph with the sporting celebrity.
Speaking about being a part of the distinctive launch, Sam said: "Being in the shop window was a great way to launch the range and interact with fans! I'm delighted to be a part of the 'Since 1904' collection from Canterbury. As a brand steeped in history with rugby, Canterbury understands the lives of players up and down the country, and this range represents the tradition of this great game on and off the field."
Canterbury CEO Chris Stephenson added: "Rugby values are embedded in everything that we do as a brand. Sam Burgess is the perfect ambassador for our new 'Since 1904' range, and it was amazing to see the reaction of consumers at House of Fraser today."
The new brand from Canterbury is inspired by its own history in rugby from 1904, and will be available through select House of Fraser stores nationwide.
It includes jerseys, polos and shirts, complemented by chinos and cover-ups which all "have a sense of history woven throughout the designs".