Jackie Robinson was more than a baseball star. Besides being an extraordinary player, he was also a trailblazer. In 1947 he broke the color barrier and became the first African American to play in Major League Baseball.

Nowadays, baseball is still America’s national pastime. Honoring Jackie Robinson in a moment the United States is more divided than ever means remembering and reinforcing the importance of diversity and inclusion in sports, while creatively transforming a part of history into meaningful entertainment for our days.

In order to create relevant entertainment for our times, our brand entered the baseball universe and transformed Jackie Robinson’s fight into a campaign to honor his legacy.

The film ‘Rise’ shows the very special promotional item we created: a baseball that embodies the spirit of our campaign. It represents Robinson’s legacy in the sport and in his work with Civil Rights. We see on the baseball his signature, his legendary number, and the coexistence and unity of two parts (reinforced by two different colors - black and white), reminding us of the break of the color barrier in 1947. The stitches that unite the two parts are red, the iconic color of our brand.

The strategy of the campaign was to remind people of the legacy of such an important figure in the history of baseball on his 100th birthday. We wanted to create an icon that would embody the spirit of our campaign and, at the same time, the spirit of Jackie Robinson’s work of breaking diversity and inclusion barriers. The baseball we created and showed in the film 'Rise' is an extremely special promotional item that conveys this impactful message to new generations.

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