A giant sports institution in the US, MLB set its sights on Europe in 2017, appointing W to help it sell more commercial licenses to lifestyle brands outside of sports merchandise and create demand for a new, European regular season game to before 2020.
Our strategy was to raise the brand’s symbolism amongst a previously disinterested 16-35 year old audience by moving away from ‘bats, bases & gloves’, placing baseball inspired clothing and iconography within the world of fashion.
Our centrepiece is an influencer gifting suite designed to get MLB apparel in the hands of those with cultural and fashion influence in London and, across Europe, in Berlin, Paris and Milan. In three years over 700 VIPs have come through our door and the MLB apparel has appeared on lifestyle magazine covers, fashion shoots and even music videos. In 2019 – supporting the in-roads the brand had made – MLB hosted its first ever competitive game in Europe, at the London Stadium to a sell-out 80,000 crowd.