OK, so I’m biased. I know that. I love the Oregon Ducks, and you might not. But the fact that they—in partnership with Nike—are word of mouth marketing masters is hard to argue.
First of all, a bit of background. Nike was founded by University of Oregon folks, so Oregon has always gotten preferential treatment from Nike. We’re very lucky at Oregon that Phil Knight has always had such a passion for the big Duck.
A few years ago, Nike designed new football jerseys for the Ducks. They were modern, and certainly very different from other traditional uniforms. The featured funny-looking numbers, and diamond-plate patterns on the jerseys. Furthermore, because there were multiple helmet colors, a few jersey colors, many pants colors and even several shoe varieties, the potential combinations were practically unlimited. Every game the team looks different.
Suffice it to say, the uniforms caused a big stir, among fans and non-fans, across the country. . Some loved them, while others HATED them. Everyone had an opinion—there was little middle ground.
Ever since, the team has continued to introduce new elements into the uniforms. A new helmet here, a new color there, etc. In fact, two weeks ago new uniforms were again introduced featuring a “feather” pattern that looks distinctly like angel wings.
From my perspective, it’s been a very successful word of mouth effort. You CANNOT watch a Duck game without the commentators mentioning the uniforms, or even making a joke or jab at the uniforms or the combination of the day. As I break down their efforts, I see a few key points to their success:
1. Constant Change — The Ducks don’t have one-time “new uniforms,” they have “a constant program of introducing new uniforms.” And because they introduce the uni’s in irregular intervals and at seemingly arbitrary times, it even further enhances the intrigue.
2. Totally Unique — These uniforms are nothing like any other school has. It’s not a new variation on an old design, it’s an apple in a sea of oranges. It’s a Purple Cow, to use our friend Seth Godin’s term.
3. Controversial — Nobody is lacking an opinion on these uniforms. They polarize. They make people talk, debate, etc.
Bonus Point: To answer the question I know that’s running through your mind right now, YES some of the buzz is what you’d call “negative.” They get made fun of. People call them flamboyant fashionistas rather than football players. Jokes abound. But people are paying attention. People are talking, and it’s raised the profile of the Oregon athletic programs without a doubt.
Love’ em