NFL

What can we learn from Sports Brands? The Packers – The Brand

A 2017 survey by the number-crunching website Five Thirty Eight found that the most beloved team in the NFL is not the Dallas Cowboys, or New England Patriots, the San Francisco 49ers or the New York Giants. It is, by a fairly wide margin, the team in the league’s tiniest market:  the Green Bay Packers. With a population of 105,0000–you could actually squeeze the entire city into the University of Michigan football stadium and still have seats left over– Green Bay clearly punches above its weight when it comes to its fan base. Is it the Green and Gold colors, or the 13 NFL championships dating back to 1929, or its legendary tough-as-nails coach, Vince Lombardi, who seemed sent [...]

By |2020-06-17T03:45:13+00:00May 6th, 2020|Tags: , , , |0 Comments

What can we learn from Sports Brands? #7 – The Brand

Similar to Joe DiMaggio’s, the former NFL quarterback Colin Kaepernick is tall and  lean, with the effortless gait– and velocity– of a gazelle. But Kaepernick’s Nike ad campaign, introduced on the opening weekend of the NFL’s 2018 season, is as jarring as DiMaggio’s Mr.Coffee commercials were reassuring. With his billowing Afro and a black turtleneck sweater, Kaepernick appears on screen, resembling your uncle only if your uncle was Huey Newton, his voice narrating a script that urges the audience to build a world that is the equal of their dreams. The tagline is a reference to Kaepernick’s NFL career, aborted by his peaceful protests against police violence “Believe in something. Even if it means sacrificing everything.” The controversial ad [...]