LET’S GO!
FIT x MLB COLLABORATION
Creative strategy and concept for a collaboration between Advertising & Digital Design at FIT and the Major League Baseball, to better connect and engage Gen Z to baseball through merchandise and social media. Due to unforeseen circumstances, all execution was done by teammates Brittany Ciumei and Serena Haahs.
PROBLEM
Gen Z is not connecting to baseball as much as other sports, due to its long games and unrelatable, irrelevant, and undesirable merchandise.
TEAM & ROLE
Brooke Leitner - Creative Strategy, Research
Brittany Ciumei - Art Direction, Design, Strategy, Research
Serena Haahs - Art Direction, Design, Strategy, Research
MLB RESEARCH POINTS
THE UNDERDOG
With the 2nd highest revenue, 2nd highest game attendance, and 4th highest social media following, the MLB is falling short of their competitors
NOSTALGIA
Jerseys, baseball cards, memorabilia, tailgates, Spring Training, chants, and game traditions like “Take me out to the Ball game”. The MLB has the most unique fan engagement of all sports, because of the nostalgia. The history of the game and personal memories made with the sport are what keeps people engaged.
CELEBRATING DIVERSITY
The MLB celebrates the diversity of the game, the players, and the fans by celebrating heritage months and playing international games in places like Mexico, Japan, London, and Puerto Rico.
INSIGHT
The MLB is the most diverse major league sport. They have 234 players speaking 16 languages from 19 different countries outside of the US, and Gen Z values this diversity and inclusion.
GEN Z RESEARCH POINTS
VALUES FIRST
Breaking broken rules and traditions is second nature for Gen Z. They have strong values and aren’t afraid to let other know about them. They don’t like labels, scandals, traditional gender norms, cyberbullying, and supporting brands and people that don’t align with their values. They also have short attention spans, making ads the enemy.
WORLD CHANGERS
Gen Z is “always on” and aware, making them leaders in world change. They not only tackle each issue with their full mind, but they tackle them all at once, handling racial inequality, environmental issues, Women’s rights, LGBTQ+ rights, and more all at the same time.
WATCHING PAINT DRY
A variety of interviews revealed that Gen Z has mixed emotions about baseball. There are die-hard baseball fans, those that love it for the relationships and lessons the game has taught them, those that like games solely for the environment of the baseball field. There are also those who think the game is boring, the hats are cool, and the women’s merchandise is awful.
BIG IDEA
LET’S GO!
A new line that represents diversity in the MLB.
PRODUCTS
Design, animation, and mock-ups executed by Brittany Ciumei and Serena Haahs
HARD & SOFT GOODS
Products include apparel, stickers, phone cases, hats, water bottles, etc. for a variety of different uses by the consumer.
LANGUAGE
Apparel will include the phrase “Let’s Go” in each of the 16 languages spoken by MLB players, and will highlight the different cultures and countries in each team.
DESIGN
The design will be simple for readability across all languages and people. Application to hard and soft goods will be clean and high-end streetwear inspired, to attract Gen Z.
