Not understanding at all the use of Southside vs. South Side, but MLB and Nike nailed it pretty well with the 2021 City Connect Jerseys. They are also reminiscent of the most recent Players’ Weekend jerseys, which had a really tight, retro look.
Here’s what the White Sox have to say about the City Connects. This is copyedited, and it is taking every bit of my strength not to change the ridiculous (copyright-driven?) “southside.”
CHICAGO WHITE SOX AND NIKE UNVEIL SOUTHSIDE-INSPIRED CITY CONNECT UNIFORM
New Look Reflects Resilient Mentality of Chicago’s Southside Community
CHICAGO – The Chicago White Sox unveiled the team’s Nike MLB City Connect Series uniform, which pays tribute to the hardworking and resilient mentality of Chicago’s Southside community.
Nike MLB City Connect Series celebrates the bond between team and its city. The uniform series explores the personality, values and customs that make each community and its residents unique.
The White Sox will debut the uniform on field when the team takes on Detroit at 1:10 p.m. on Saturday, June 5.
“The White Sox’ identity — black and white, gothic script and pinstripes — is so strong that it has resonated beyond the game of baseball,” says Wil Green, Nike senior creative director-MLB. “Their uniforms speak to the strength and hardworking nature of the Southside of Chicago — without saying a word. We wanted to harness the Southside’s personality for the Nike MLB City Connect Series and introduce its attitude to newer, younger fans.”
“Every aspect of this collaboration is meant to connect with people who understand what the ‘Southside’ represents. It’s not just about where our ballpark is located or where people from the city or suburbs live. It’s a mentality and a culture shared by many who love the White Sox,” said Brooks Boyer, White Sox chief revenue and marketing officer. “The Nike MLB City Connect Series created a rare opportunity to transform a concept for all people who understand what it means to represent the ‘Southside’ into an on-field look and style. We are grateful to Nike who helped us create a uniform that embodies the team’s historic legacy and connections to our fans and the mentality.”
The White Sox City Connect Jersey features a design that celebrates a team mindset centered on grit and drive that is synonymous with the White Sox and the team’s fan culture. Proudly displaying “Southside” in the White Sox Gothic script across the jersey’s chest, the graphic nods to the organization’s storied history of the ballpark’s Chicago location that transformed over a century into a team identity.
The dark grey uniform draws inspiration from Chicago’s well-known Greystone architectural style. Providing a fresh take on the iconic White Sox pinstripes, the color scheme and pattern create texture to symbolize the team’s brand identity and pay tribute to the look that has permeated through Hip Hop and youth culture.
The White Sox debuted the new uniform in a video produced by SoxTV, featuring music from Polo G. The video captures the spirit of the White Sox City Connect jersey through the lens of popular Chicago influencers, including Ryan Henry, Vic Lloyd, Runsy and DJ Zel, among others. Fans can watch the video and see the inspiration behind the uniform at whitesox.com/southside.
This White Sox “Southside” look is the third installment of the inaugural Nike MLB City Connect Series.
Fans can purchase their White Sox City Connect gear, which includes authentic and replica jerseys as well as hoodies and T-Shirts, beginning Friday, May 28 at the Chicago Sports Depot, the White Sox official team store located at Guaranteed Rate Field.
[Note: Some early reports have the jerseys already sold out/unavailable at MLB.com, with just the $400 “authentics” remaining. But caps and other less expensive gear is available, and surely there will be a second run of gear made, given the first City Connect game is still a week away.]
To celebrate the launch of the “Southside” jersey, the team and Fanatics will hold a White Sox Watch Party on Saturday, June 5 from 10 a.m.-8 p.m. at Navy Pier. The event, located in the Polk Bros Park Promenade near the west main entrance of the Pier, will feature a Nike/Fanatics merchandise trailer, speed pitch, live DJ set, giveaways and broadcast of the White Sox game on a large LED screen.
Wow, that was some crazy PR-speak. I’m a little dizzy.