The Blue Jays’ “Night Mode” City Connect uniforms are an intentional deviation from the team’s typical look, aimed to appeal to a younger fanbase through a decidedly streetwear aesthetic.
City jerseys have been a way for leagues like the NBA and MLB to draw closer parallels between a city’s culture and a particular club, and the Jays’ uniforms, introduced at the end of May, are designed to evoke the city’s nightlife.
Christine DesJardine, VP of brand and digital marketing for the Jays, says the intent behind the jerseys was to connect with Toronto and drive awareness among casual fans, who are connected to Toronto’s arts and cultural scene. What’s special about MLB’s City Connect uniforms is how they’re specific to each team and city, she explains.
Design nods within the new aesthetic include the CN Tower, Rogers Centre, City Hall and flag references, and Toronto’s motto “Diversity, Our Strength,” written across the uniform neckline. The dark colour scheme’s genesis, meanwhile, is meant to evoke how the city comes alive at night. As such, the new jerseys will be worn by the team exclusively during night games.
It was a two-and-a-half-year process from the initial design consultation meetup with Nike to the launch and on-sale date, explains Blue Jays vice president of fan experience and concessions Michelle Seniuk.
“The NBA has done this quite a bit…and there’s a lot of positives we’ve taken from that,” Seniuk says, adding that the team, which has typically taken a more traditional approach with its jersey innovations, really looked to step out of its comfort zone for this launch.
The move appears to have paid off. In a little more than a week, City Connect became the Blue Jays’ highest-selling jersey and hat of the year to date, with a more than 80% increase in overall merchandise sales, well exceeding targets.
“We are trying to [get] younger and trying to appeal to that next generation of fans,” Seniuk says. “We [also] wanted our players to love the uniform and love playing in it.”
The launch was accompanied by a hero video featuring star actor, Torontonian and Jays fan Simu Liu, who opines that the city is for “dreamers, achievers and trend-setters.”
“He’s a true, genuine fan… and really wanted to be a part of it,” DesJardine says, adding that Liu’s connection to the arts, as well as his look and particularly his voice, made him a great brand fit.
The promotion campaign video was done in-house by the team.
It’s living through the Jays’ organic owned social channels, and via Liu’s handles. There was also a Yonge Dundas downtown Toronto takeover, directly negotiated between the club and Branded Cities. Impressions and views have been really strong, DesJardine says, and it’s getting extended reach.
“This certainly was a flagship campaign for us,” DesJardine notes, adding that the uniforms will be in rotation for three years.
Toronto’s City Connect jersey and associated merchandise are sold via retail exclusively at Jays Shop and at merchandise kiosks at the Rogers Centre. Jays fans across Canada can also purchase City Connect merchandise online.
Last week, fans were invited to celebrate the new uniform at Rogers Centre during City Connect Week, featuring special ballpark activations, city-themed first pitches and dedicated giveaways.
