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.

by Angela Natividad    Nov- 1-07   Click to Comment   
Topic: Online, Promotions, Sponsorship   

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Didn't W+K do pretty much this exact same thing for college football a year or so ago? I think I saw it in CA. It even looked pretty much the same.

Posted by: Cameron on November 1, 2007 5:48 PM

Totally! This is a complete and total rip-off. I can't believe they thought they could get away with such blatant plagiarism.

It makes me physically sick.

Whoever is responsible for this campaign, specifically the copywriter, should be fired.


Posted by: dutycalls on November 1, 2007 6:21 PM

Seriously. This was probably written by some lonely soul riding the streets of Seattle in a beat down Toyota truck from the late 90's. I'm sure it's got a bumper sticker on the back for some West Coast taco chain.

Posted by: Thom on November 1, 2007 6:32 PM