If the World Has to Be Divvied, It Might As Well Be for a Sport
Nike and Major League Baseball play on the United Colors of Benetton to give us the United Countries of Baseball, a world segmented by team allegiances instead of by states or countries.
The idea is to map the "borders of fan loyalty." Each baseball-playing country has its own map, alongside posters with player nicknames specific to each territory.
The campaign was orchestrated by Cole & Weber United.
We actually didn't think baseball had a rabid fan base any longer. Post-steroids scandal, it looks like basketball is taking the whole "American Dream" torch. See recent promotions for Dwyane Wade and Monta Ellis.