BRAND CAMPAIGN & PRODUCT LAUNCH
CHICAGO WHITE SOX: CITY CONNECT 2.0
Coming off the success of their top-selling "SouthSide" Nike City Connect jersey, the Chicago White Sox set out to raise the bar even higher—with a campaign that celebrated the team and the soul of Chicago itself.
In 2025, Project Art Collective (PAC) partnered with the White Sox to launch their City Connect 2.0 campaign. To tell a bigger, bolder story, we brought together two of the city's most iconic franchises—the White Sox and the Chicago Bulls—marking the first time an MLB team integrated NBA brand elements into an on-field jersey. PAC led the charge from concept to execution: designing the campaign's look and feel, crafting the cultural narrative, producing all video content, and ensuring every element resonated with the city's grit, pride, and legacy.
The result? It is a first-of-its-kind collaboration that was met with critical acclaim. It is on track to break all previous sales records—cementing City Connect 2.0 as a jersey drop and a cultural moment for Chicago.
Launch Videos
We created two teaser videos and one launch video to build excitement and anticipation, setting the stage for a campaign that felt as big as the city it represented.
