Serpientes”, “Los Dodgers” and Why Nike’s City Connect Series Is a Blueprint for Cultural Marketing
- Anggie Salazar
- Apr 8
- 2 min read
Every once in a while, a campaign drops that makes you stop, smile, and whisper: "They really understood the assignment."
Nike’s collaboration with Major League Baseball to launch the City Connect series is one of those. What started as a fourth uniform design has become something deeper—an expression of city pride, community recognition, and cultural storytelling.
This year, Major League Baseball took a bold step with its City Connect series: giving all 30 teams a fourth uniform designed to reflect the soul of the cities they represent.
But some teams went even further—choosing to honor the Latino communities that have shaped not just baseball, but the culture of the cities themselves.
🧢 The LA Dodgers released a jersey with “Los Dodgers,” a powerful yet simple acknowledgment of LA’s massive Latino fanbase.
🐍 The Arizona Diamondbacks unveiled the “Serpientes” uniform—a direct nod to their Spanish-speaking fans and a play on the team’s original identity.
🌴 The Miami Marlins leaned into their deep Cuban heritage with a design that felt like a tribute, not a gimmick.
These weren’t just jerseys. They were cultural statements. And behind them was Nike, showing the world what happens when a brand does more than “include” people—it represents them.
As a Latina, and partner at CROING, a 100% women-led agency obsessed with meaningful marketing, this hit hard. We often say we want to "speak to everyone," but that’s only possible when you truly understand who your audience is.
This campaign did three things right:
It acknowledged community power. The Latino community isn't an afterthought. It's a core part of the cities these teams call home. Nike used language, symbolism, and cultural storytelling to show real respect.
It prioritized authenticity over tokenism. This wasn’t about slapping Spanish words on a jersey. The campaign embedded deeper meaning—like paying homage to heritage, geography, and legacy.
It made people feel seen. When your customers see themselves reflected in your brand—not in a performative way, but in a real and respectful way—you create connection. And connection builds loyalty.
In a world where marketing is increasingly about community and not just commerce, this is the kind of move that builds real fans, not just followers.
If you’re a brand manager, CMO, or creative leader—take notes. This is what happens when cultural intelligence meets creativity.
The lesson? 🚫 Cultural marketing is not a trend.
✅ It’s a responsibility.
✅ It’s a superpower.
✅ It’s the future.
And if you’re not building for real people and real communities, you’re not building anything that will last.
I'm Anggie Salazar, Partner and VP of Marketing at CROING, we're a creative agency working with amazing brands to reach their audiences in a meaningful, impactful way.
If you liked this article, let's meet and discuss how your brand can stay on top of new audiences, new trends and everything in between, you can book time here: calendly.com/anggiesalazar
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