2024 Detroit Tigers City Connect Uniform

Inspired by Detroit's unique combination of muscle and innovation, the Tigers' inaugural City Connect uniforms pay tribute to the city that put the world on wheels. Rooted in Detroit's automotive heritage, the design celebrates the city's relentless drive, creativity and enduring influence on American culture.

I led the multidisciplinary creative team behind the launch campaign, bringing together uniform design, brand storytelling, photography, video, social and experiential creative. At the heart of the campaign was a cinematic launch film celebrating Detroit's diverse community, featuring automotive enthusiasts, rappers, poets, fans, current and former players, and Detroit's own Eminem. Much of the film was captured at the historic Michigan Building parking structure, a recognizable Detroit landmark featured in films including 8 Mile and Transformers. Together, these elements created a cultural celebration connecting the Tigers, their city and the people who define it.

Executive Creative Lead: Mario Milosevic | Art Direction: MARTIN KEEGAN
Photography: Allison Farrand | Video: rob gehring, Danard LeNoir, CODY MCKITTRICK