From Vision to Victory: How Our City Connect Grit x Glow Campaign Won Big

The Mosaic Award is an honor bestowed by the American Advertising Federation on those championing diversity and inclusion through their groundbreaking work. This is the tale of how we worked alongside the Tampa Bay Rays to achieve this honor, along with the Tampa Best of the Bay Award… times three. Seven Gold Addy Awards and two Silver Addy Awards, but who’s counting? 

To launch the Rays’ Nike City Connect uniform, we knew we needed a campaign that spoke to the initiative’s goal of connecting not only a city, but for the Rays an entire region. We needed to craft a narrative that celebrated community, diversity, and the vibrant soul of Tampa Bay. Thus, the Grit x Glow campaign was born to give voice to a story that had been living underground for a long time.  

Rooted in Values & Community: Style with Purpose 

The opportunity to tell the story of a Nike-designed uniform would be any creative’s dream project come true – it was mine! Nike designed not only a killer uniform but also nailed the assignment of creating powerful symbols that represented the culture and history of Tampa Bay.

The Rays’ City Connect design elements pay tribute to local landmarks such as Perry Harvey Sr. Park, the Sunshine Skyway Bridge, and the St. Petersburg Pelicans — part of the Florida State Negro League during the 1940s and 50s.  

But this wasn’t just about selling merchandise; it was about storytelling – so we created a manifesto at the heart of the campaign that captured the essence of what this uniform could represent — a tangible symbol of the community fabric. We brought in the visual influences of local skate culture and modern street artists to celebrate the authentic grit and glow of Tampa Bay — a testament to the power of a great uniform design and genuine creative storytelling. 

Record-Breaking Results: Creating a Movement 

Dare I say, we knocked it out of the park? Yes, we did! Grit x Glow has become the Rays’ most successful retail launch in the brand’s history. Fans across the league — bolstered by high praise from publications like Sports Illustrated — celebrated a uniform that went beyond sportswear, becoming a symbol of regional pride and unity. Witnessing fans across the league leave their home teams just to embrace the Rays’ “Grit x Glow” was a testament to the power of genuine creative storytelling.  

Reflections & Looking Forward 

Winning the Mosaic Award was no solo effort, and it affirmed our belief that authentic, culturally resonant campaigns can drive real change. This project proved that when creativity meets community, the result is not just a product, it’s a movement.