There are many reasons why rugby is cooler than any other sport you care about it. One of the most notable is The Haka. The Haka is a traditional dance of the Maori of New Zealand and has been adopted by the All Blacks national team and Kiwis rugby league team. The most common form of the dance used by these teams is the "Ka Mate". The Ka Mate was originally composed by Te Rauparaha, a war leader of the Ngati Toa tribe, as a celebration of life over death. The image above is a diagram of the dances movements along with the accompanying chants. As the chart itself attests, only a video can do The Haka justice. Peep this little diddy below from a match against England in 2004.
Since 2005, the All Blacks have also occasionally performed the Kapa o Pango Haka, which has been perceived as more violent and aggressive than the Ka Mate and contain chants that are more specific to the team itself. Here is a video of the All Blacks performing the Kapa o Pango before a match against Wales from 2010.