United Countries of Baseball (UCOB) was designed to help Nike & Major League Baseball brand their retail partnership in a way that celebrated the fan experience.The idea engaged the most hardcore fans of each MLB team by mapping the geographic boundaries of fan loyalty while providing encyclopedic information on each land mass as if they were actual countries and exploring each team’s myths, legends, rivalries and “exports and imports”.Started as in-stadium posters, the idea expanded to apparel, outdoor, online, viral, live action, and a proprietary voting application that allowed citizens to “take over" the map drawing for future seasons.

Our fully integrated approach brought retail and fan environments together and encouraged fans to add power to the idea.UCOB debuted in stadium team stores across all 30 markets, with additional print support in selected markets. And knowing Niketown would be a popular stop for All Star Game attendees, we created a fully branded experience around the area. The program included exterior wraps, rooftop billboards, floor-to-ceiling banners, voting drives, in-store swearing-in ceremonies for new “fan citizens,” and a new line of United Countries of Baseball apparel.Each channel fueled activism by asking each fan to pledge their allegiance.