Major League Baseball

Merchandise Design, Art Direction

MLB wanted to expand their target market to the younger audience, even though baseball has generally always been a sport favored among older generations. The goal was to appeal to them through casual and bold merchandise redesigns.

Project Summary

Target Audience

Research

Show Your Stripes

Merchandise

Social Media

Project Summary

The Ask

Come up with a new look and marketing strategy for the Major League Baseball's merchandise that can appeal to Gen-Z

Team (D.I.G)

Angela Diep
Hasibul Islam
Emily Galvelis

Concept

Use the authentic stripes from MLB uniforms on T-Shirts and other merchandise

My Role

Research
Animation for the Houston Astros
Merchandise design

Insight

Stripes are a classic and this retro look is more popular than ever with Gen Z

Target Audience

Before we began even researching about fashion, we had to take a deep dive into Generation Z.

77%

Would rather pay for something they can experience than a material possession.

82%

Would prefer to work, study, and play without the need for a wardrobe change.

85%

Say it's important that brands offer customized experiences for more than one type of customer.

Research

fashion insight

According to Luis Escudero (creative director and designer of the Rene Ruiz Collection), both horizontal and vertical stripes will continue to be popular in 2020.

interviews

We talked to 10 people ages 16 - 22 (those who were considered Gen-Z and/or at the cusp of it).

Jerseys are expensive
so I go for the cool
tees.
Oh but the caps are
dope tho, especially the
one with the world
series seals.
I don’t like baseball
because it feels way too
catered to older men.
observations

My team and I went to a sports bar to immerse ourselves in the fanbase culture.

Show Your Stripes

Our concept name ended up being "Show Your Stripes", where we used patterns found in previous and current baseball uniforms and applied them to merchandise. Although there are 30 baseball teams, we focused on just six teams.

NEW YORK YANKEES

NEW YORK METS

HOUSTON ASTROS

ST. LOUIS CARDINALS

PITTSBURGH PIRATES

OAKLAND ATHLETICS

Merchandise

We then applied those stripes on various different types of merchandise to present to the client.

Soft Goods

Hard Goods

Social Media

To promote the merchandise, we also proposed social media ads to be posted on Instagram, both as posts and stories.