Brewers Video
The Brewers will open a homestand this weekend against the Nationals by donning their second edition of City Connect uniforms for the first time. In preparation for that, the team rolled out the new look in an elaborate multi-platform social media announcement.
The base color of the threads will be blue, though lighter than the team's standard navy and less bright than the blue that defined their glove-and-ball logo era. Although the comparison often feels trite, the choice of tone does genuinely evoke a lake or river. The accents (including nifty piping down the sleeves) are cream-colored, a well-measured nod to the Cream City. There will be a good amount of orange, too, bringing together a smart color scheme that doesn't bend so far from the tradition of the team, the city or the state as to feel jarring. It's new, but not alien.
There's a new patch designed to look like a fishing bobber, but with baseball stitches. It's not prominently featured on the uniform, but it's nice. Even better is the redesigned Barrelman logo on the sleeve patch, which has the mascot superimposed on a many-colored outline of Wisconsin, pursuing a ground ball. The explanations and rollouts of these are always a bit overdone. Neither the league nor Nike does a very good job of making one forget that the point of having the new threads is to sell merchandise. On balance, though, this uniform does a lot of things right. It's almost really, really great.
But.
The team didn't just splash 'Wisco" across the front of the jersey, as became clear when the uniforms leaked last month. They leaned all the way into it. Their tagline for the unveiling is "If you're from Wisco, you know the way," and they're referring to the overall vibe as the "Wisco Way."
There, of course, they have a problem, because no one is from Wisco. That diminutive reference is only used by people from elsewhere, and usually, it's not used flatteringly. At various points over the last quarter-century, people from the rest of the Midwest have tried on Wisco as a way to refer to the state (with its burdensome three-syllable name) and "Sconnies" as a demonym for people who live there, and some of that lingo has stuck, in Iowa and Minnesota and Illinois. But for Wisconsinites, it's simply not a thing. It will never be.
It's always a downer when an advertising or marketing campaign hits a note this far from the proper key, but when it comes to the City Connect program, it cuts even deeper. Insofar as this program is anything real—any earnest effort to tie together team and community, be that by deepening the relationship between the team and a part of that community or by reaching out to a new segment of the community altogether—it has to be undertaken after serious research. It should be done by someone local. It should, in short, never come anywhere near calling the Brewers' home state "Wisco".
Instead, these very pretty uniforms will largely remind us all of how commercial, transactional and hollow a relationship teams want with their fans. They're well-executed, but you can't connect (or Connect) to a community that doesn't exist. By letting a consultant with insufficient real intimacy with the city or state create such an out-of-touch theme for the uniform, Nike and the Brewers forfeited their chance to deepen their connection with fans. This organization does so many things well that they should easily survive the error, but it was an unforced one, and a disappointing one.
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