Dos a Cero – Hyperlocal Merchandising

A spec piece Nike should produce.

The United States Men’s National Team (USMNT) was to again in 2013 play hated rivals Mexico as part of a final round of games to decide who would will play in soccer’s 2014 World Cup.  When I heard the match was awarded to Columbus, Ohio, I designed this spec piece t-shirt commemorating the previous matches in the US’ favor at this stadium.

Creative Brief

After the announcement that Columbus had been awarded a vital World Cup Qualifier match against hated rivals Mexico, people began referring to Columbus Crew Stadium as a spiritual home field for the US Men’s National Team, in part because the coaching staff and players helped lobby for the city to be the host.  They loved the raucous crowds they witnessed supporting them in a previous match against Jamaica.  The Mexico tie is a special one as the US men have a flawless record against their opponents, winning every game in the stadium by the exact same score: 2-0, or “Dos a Cero,” which has become part of folklore.

Nike is the official supplier to the United States’s soccer teams.  This shirt takes design cues from existing Nike design, but localizes it to be market-specific and event-specific.  Such hyperlocal marketing would make Nike look truly invested in the culture of their client’s fans.

Copy from my design pitch could also serve as the print ads and retail signage for this local campaign.

Nike, feel free to contact me at any time.