The partnership was launched with a film shot in various locations in Barrett’s home province of Taranaki, including on his family’s farm on the Tongapōrutu coastline. The rugged and varied terrain showcases the relentless capability of Defender OCTA – the most powerful and capable Defender ever made.

Barrett, twice named World Rugby Player of the Year, said: “It’s a real privilege to bring this partnership to life at home in Taranaki – where I grew up and where my love for rugby started. Defender is built for performance and purpose, and those values really resonate with me."

From club fields to gravel roads at the foot of the maunga, the campaign honours Beauden’s journey and Defender’s most powerful model to date, equipped with a 4.4-litre Twin Turbo mild-hybrid V8 engine and capable of 0–100 km/h in under 4 seconds. Its advanced suspension, enhanced durability and dynamic engineering make it ready for New Zealand’s most challenging terrain – while still offering the refinement expected from a Defender.

Ben Montgomery, General Manager, JLR New Zealand, said: “Beauden is the perfect ambassador for Defender. He represents the same values that define the brand: resilience, humility, and the drive to go beyond.”

Land Rover has supported rugby globally for over a decade, including as Worldwide Partner of the Rugby World Cup since 2011.

The Barrett partnership reinforces this commitment and highlights the sport’s grassroots origins, where talent is shaped by community, environment, and dedication.