Union Miss Marketing Opportunity For Third Kit
by Chris Savino on Mar 27, 2011 5:36 PM EDT
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Article republished on businessofsoccer.com
It has been known for some time that the Philadelphia Union would be launching a third kit. Hints and mixed messages had been spread across the web for several months in soccer forums and on social media sites (i.e. Twitter). Union fans began to speculate what the third kit could look like and mockups ranged from a light blue, Sons of Ben supporters style kit to an all white kit; almost anything to replace the club's away, khaki or gold colored uniforms that did not catch on with every fan.
In October 2010, Philly.com sat down with former Philadelphia Union President, Tom Veit, to reflect on the inaugural season as well as discuss the club's plans for the future. It was this interview and feature on philadelphiaunion.com that had sparked the kit mock-ups and conversation:
Philly.com: Lastly, I know some of the teams in the league are going to change their uniforms in the next season. Do you expect any changes for the Union?
Veit: No, we're on a two-year jersey cycle, but there could possibly be a third strip coming out.
On Saturday, the Philadelphia Union starters came out of the tunnel beneath the Sons of Ben and to the surprise of the sold out crowd, wearing the new third kit - white socks, shorts and jersey. It was instead Vancouver who were wearing navy at PPL Park. Everyone quickly reacted, with positive comments, about the club's new strip; the white was a welcome change among the home supporters.
Announcements were made not too longer officially introducing the white kit in an uncharacteristic style. Images on the stadium's screen directed to fans to the various sections selling the new top. Following the full-time whistle, it did not appear many of the white jerseys were still available for sale, indicating a positive reactions and quick sales from fans throughout the match.
The kit was the same as that originally leaked by Scott Kessler here on Brotherly Game on February 1st. Major League Soccer inadvertently released the image on mlsgear.com. The only difference between the leaked kit and the kits worn by the Union yesterday was logo of the club's official jersey sponsor, Bimbo; everything else was exactly the same. As noted by Kessler and verified by fan reactions on Saturday, the Bimbo sponsor logo fits well on the white kit, much better than both the navy and khaki kits.
However, was this a missed opportunity for the Philadelphia Union? That depends who you ask.
The club could have done more to build anticipation and demand before its official launch. Reflecting on the U.S. Men's National Team and Nike campaign, "Red All Over," it was a strategy that involved the fans. Though it was quite obvious the kit was going to be red and the fans had no formal input on its design (which did not actually change), Nike and US MNT allowed fans to participate in one element for the kit's debut versus Argentina, a new motto that would appear on the sleeve of each jersey. Additionally, Nike and U.S. Soccer made the red kit available to supporters on Friday, one day before the match versus Argentina. The marketing and twitter campaign #redallover kept fans informed and appeared to be most effective.
Philadelphia Union saw opportunity in their approach, as well. Confirming months of speculation among fans, much of the reaction among Sons of Ben supporters was positive. The third kit provides a completely different look as opposed to the kits introduced in 2010 featuring a stripe down the center of the top. The all white kit is a clean slate for the club that is now on a two-game winning streak with 6 points atop of the Eastern Conference.
During a conversation with Philadelphia Union Executive Vice President and Chief Revenue Officer, Dave Rowan, fans can expect much more from the new kit. It is a kit that allows for much more creativity. Dave was able to comment that additional plans would include partnering with the Sons of Ben and supporters in the future. However, we will have to wait to see what those plans entail.
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Meh
Maybe it’s just me, but I don’t think there’s anything all that special about the new kit. Don’t get me wrong, I like the all-white look on the field (it looks gorgeous), and the Bimbo logo looks MUCH better on this kit than the other two, but for me, it’s just too plain. It reminds me of a practice jersey, not a uniform. And the patches under the armpit are completely unnecessary and another annoying Adidas template thing, in my opinion. But it sounds like I’m in the minority on this one.
by no means is the jersey perfect, but it is an improvement. it’s something different and will surely get better every two-years (the clubs current jersey cycle). the navy kit is still the best of the 3, but the white has to be better than the khaki/gold kits
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by Chris Savino on Mar 27, 2011 6:11 PM EDT up reply actions
I find it boring as well. I’ve seen both positive and negative responses to the look and most people would be happy (or at least okay) with it being our alternative uniform, but I don’t think I’ve seen anyone who prefers it to our blue uniform. At most, I’ve seen a lot of commentary about how the Bimbo logo looks better, but that’s a failing on integrating it properly with the blue (and gold) jerseys, not an indication that the white is a superior look in general.
When it comes to near unanimous positive response, I think both our crest and our uniform introductions last off-season were off the charts, both among Union supports and MLS fans in general. I would hate to see us move away from the blue jersey/central gold stripe look. Just make Bimbo work better there (get rid of the white background for it and/or change the colors to blue and gold instead of red).
These white uniform are basically identical to the Galaxy primary and very similar to the Colorado aways. I’d rather have a distinct look myself.
There’s no way Bimbo will change their colors to suit the Union uniform. It would take away from their branding (I hope I don’t eat my words on this comment).
But check out this link below, that shows the other soccer clubs Bimbo sponsors:
http://www.philadelphiaunion.com/news/2011/01/union-eye-global-recognition-bimbo-sponsorship
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by Chris Savino on Mar 27, 2011 9:52 PM EDT up reply actions
Other MLS jersey sponsors have changed their colors to correspond to MLS jerseys: VW on DCU, Glidden on Columbus, Best Buy on Chicago, etc. Heck, look at Best Buy — instead of their yellow price tag (similar to Bimbo), they just had plain text.
In fact, pretty much uniformly, MLS jersey sponsors have been in black or white colors. Except Bimbo. Quite frankly, I’m actually very surprised (and disappointed) that Bimbo was permitted to put their logo on as is to begin with given that MLS has not allowed it previously.
My suspicion – or at least hope – is that Union allowed them just to “slap on” the logo because we are in the second year of a uniform cycle and it was easier than designing a new jersey. Plus, the bumper sticker look makes it far easier to add the logo to a plain previously purchased jersey for those who want to add the sponsor to reflect the current jerseys. I’m cautiously optimistic that the new jerseys we get for 2012 with integrate Bimbo better.
I agree -- meh
And I won’t say that it was confusing to see the Union at home against a team wearing navy, but it was a tad disorienting. I like the navy uniforms and the story behind them (inspired by the Continental Army) and if we’re wearing white largely to accommodate the Bimbo logo, it’s just another reason why the “bumper sticker” is horrific.
And I also agree on the “template” issues. How hard can it be to customize jerseys?
I really like the 3rd kit and plan to get one, but since it’s plain and they’re only going to sell the authentic version in adult sizes, the trick will be getting a name and number on the back that will be here for a while. There are only 8 guys on the 25-man roster whose shirts are still relevant if bought this time last year.
MK
there was a high turnover of players from 2010 to 2011, but do you really think Le Toux or Mwanga are going to leave anytime soon? I say that and I should include Pfeffer, McInerney in that statement. I would be surprised to see any of them transfer in the next 3 years.
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by Chris Savino on Mar 27, 2011 9:49 PM EDT up reply actions
Very true. Mondragon will be here for a minimum of 2 years, possibly 3 depending on the development of McMath. Nowak is going to be tinkering with this lineup for the next few years so the turnover rate will be pretty high. Personally, I’m getting the new kit but will just get my name and fav # on it. Playing it safe.
Best bets are Seba, Torres, Califf and Williams currently.
Seba – Doesn’t seem like he wants to leave the city and is going to near 30 before a European club will probably take a shot at bringing him back to the continent.
Torres – Has a couple more years before he’s a consistent starter, figuring it’s a safe bet for him to stick with the Union towards his early-mid 20s.
Califf – Anyone think he’s moving onto another side with his current form or age?
Williams – Still hasn’t completely found his way onto lists of top MLS fullbacks but has the potential. When he does, will he leave?
Managing Editor for Brotherly Game, SBNation's Philadelphia Union blog and contributor for SBN Philly. // @scottdkessler
"College is only 4 years, but the Eagles are for life." - Ironhank
by Scott Kessler on Mar 28, 2011 2:37 AM EDT up reply actions
Do you have to get a player jersey? I know the jersey I got for my favorite Euro soccer club is blank on the back.
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The jersey is going to change soon anyway
but I think Scott is right to finger Califf and Le Toux as satrting, prominent players who will probably be here a bit longer than the “starlets”. Change is a fact of life in soccer, though, especially when you’re not in a top money league. It’s somewhere between college sports and pro sports like hockey with a lot of turnover. Slightly older American-born players without foreign passports are probably the most likely to stick around MLS, generally, but they may bounce around for the same reason they don’t have European opportunities — they’re not superstars.
Then again, if you have your Mwanga jersey and he goes and does us proud somewhere in Europe, what’s wrong with that? As long as he doesn’t end up a “Cosmo” or something. . . .
I disagree
Here’s the thing about the way this was rolled out: there was less time for rabble-rousers and naysayers to influence the general fan base. Look at the first few comments about when they came out…mostly positive. Then a few hours after the game, you start getting a few who begin to express their displeasure, but by that time it doesn’t really matter that much.
Our country is just too fickle, seeming to expect flamboyant and provocative designs and color schemes. When I first saw the USA all-whites, I too had this, “How Boring,” sentiment. In a fast-paced game with 20 outfield players on the pitch, all-white is tough to mistake as another color. Friday night’s game between Seattle and Houston saw green versus orange…both colors contain yellow, and while they are distinguishable under normal circumstances, it could very well be confusing for a defender trying to start the attack. In American football, you have a helmet as another distinguishing element. In soccer, it’s the kit and that’s it. Oftentimes simpler is better.
Was the missed marketing opportunity that they didn’t try to fool everyone that they were the LA Galaxy and therefore Beckham was in town?
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