The Red Sox unveiled their Nike MLB City Connect Series uniforms, designed in collaboration with Nike to capture the spirit of Patriots’ Day weekend and the unique bond between the club and the City of Boston. The Red Sox are the first of seven clubs to debut the uniforms being rolled out by Nike and Major League Baseball throughout the 2021 baseball season. The new uniforms were worn on April 17 and 18 against the Chicago White Sox.
The City Connect uniform adopts colors that honor the spirit of Patriots’ Day weekend, and features “Boston” in a stencil font across the chest paying tribute to the Boylston Street finish line. The numbers “617” are highlighted on the left sleeve as a nod to the area code for Boston and Fenway Park. The numbers appear within a racing bib, honoring one of the city’s most iconic annual sports traditions.
To introduce the uniform, our production team worked with several creatives and cultural influencers from Boston and the region who embody the boldness of the design. The group includes local artist Rob Gibbs, co-founder and director at Artists For Humanity; Marlene Marmolejos, motion designer/director; Jenny Nguyen, stylist, model and community leader; Cliff Notez, musician, filmmaker and multi-digital artist; The SuperSmashBroz, Muyi and Noma Okundaye, both DJ’s/music producers; Christopher Salako, freelance creative director/stylist; and Drew White, creative designer for Bodega. Their stories were featured on Red Sox social media channels in the days leading up to the on field uniform debut.
Personally, I am proud to have helped lead production and visual execution of this campaign on both the still and motion fronts. It was a true pleasure to work in direct collaboration with Nike to bring this project from concept ideation to execution. The above galleries display our official on-body release images with Rafael Devers, Xander Bogaerts, and Alex Verdugo, detail imagery of the uniform, and lifestyle portraiture with our group of Boston creatives. For motion, I am featuring the :60 anthem release video, as well as several individual creative catalyst storytelling vignettes.
Overall, this campaign represents a departure from our traditional style as the Boston Red Sox brand, and pays homage to not only an iconic weekend in Boston, but also to the boldness, culture, and creativity in the individuals that make up the city.