Rays Up for Nike’s City Connect

The vibrant personalities, eclectic energy and skateboarding culture became the storytelling roadmap for the Tampa Bay Rays Nike City Connect uniform launch.

To guide the integrated launch campaign, we developed a manifesto that coined the uniforms Grit x Glow. The manifesto connects the uniform design to a regional story celebrating Tampa Bay’s independent spirit and bold creativity.

We then collaborated with an extensive list of creatives, athletes, local businesses, proud Bay area residents and the Rays creative team to develop the script, badge descriptions, video and a variety of experiential components for the campaign.

We took a one-of-a-kind approach for a once-in-a-lifetime opportunity to celebrate the against-the-grain spirit that connects the community and puts Tampa Bay on the map.