For the new baseball season, longtime MLB jersey rights holder Majestic is introducing its most aggressive marketing campaign in years behind its Cool Base jersey, which had a record sales increase of more than 50 percent last year.
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Kris Bryant is among the players used in the campaign around Majestic’s Cool Base jersey.
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Without calling it a repositioning, David Goerke, Majestic vice president of marketing, said the new “My Team, My Colors” campaign, which includes cutting-edge animation from Ember Lab, Los Angeles, backed by a contemporary music soundtrack, is designed to build and cement connections with younger MLB fans.
A “color mist” effect in the ads helps accentuate the
animation, underscore the team colors story and promote the alternate jerseys, which will be on field later this year for teams including the St. Louis Cardinals, New York Yankees, Los Angeles Dodgers and Detroit Tigers.
“We feel like our messages of quality and authenticity was always there, but we’re looking to inject some emotion to our marketing and find relevance with younger MLB fans,” said Goerke, who joined Majestic last summer after more than 11 years in marketing with Coca-Cola. “As we progress, we’ll use more things like fashion, music, gaming, and lifestyle triggers that make sense for connecting that younger audience without alienating our core fans and customers. We’re looking to give them a bigger story of what the brand is all about.”
Digital, social and in-stadium media also support the campaign.
Majestic signed a player from every MLB team for the campaign, including Chicago Cubs third baseman Kris Bryant and New York Mets pitcher Noah Syndergaard.
The brand’s parent company, VF Corp., said the focus is heavily on youth.
VF Licensed Sports Group President Jim Pisani said, “What we’re looking to add is more youthful energy to Majestic, along with the message of ‘wear what my hero wears’ in a very contemporary way.”
