How the Marlins and Nike Tapped Into Local Culture to Design These Wildly Popular City Connect Uniforms

The team quickly sold out of the special-edition jerseys and hats

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After rolling out special-edition City Connect uniforms for more than a dozen NBA teams, Nike has moved onto baseball—first with Boston Marathon-themed Red Sox jerseys, and now with special threads for the Marlins. Miami’s City Connect unis arrived with much buzz and fanfare as they tied the bond between baseball, community and culture.

The Marlins and Nike told Adweek how they tapped into the city’s multicultural history to create the jerseys, using influencers to reach diverse communities (which generated strong fan response—the MLB shop sold out of the special-edition jerseys and hats). 




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