New Era’s decision to celebrate Chicago in its “Team Describe” series likely came from a good place, but the hat company didn’t exactly stick the landing.
The Cubs and White Sox, teams with classic logos and iconic brands, were included in a 10-team campaign that highlights important landmarks and popular food items in each baseball city. Customized patches are included on the front and back sides of each hat.
Many of the logos featured on the front of the hats are fitting. The Phillies’ “P” logo is paired with the Liberty Bell and the Yankees’ “NY” emblem is placed alongside the Statue of Liberty. Both Chicago teams were predictably assigned the city’s iconic flag.
Things get interesting when you turn the hats backward as New Era shifts from more suitable symbols to … tacos?
In the campaign geared toward engineering geographical pride, the the Dodgers hat features tacos. The Red Sox were given a lobster roll. The Giants hat has sushi on the back. And the food highlighted for both Chicago teams — you guessed it — is deep-dish pizza.
Clearly, different food is associated with different geographical regions, but this was an odd turn. As any Chicago resident who has experienced a pizza-stained shirt will tell you, food and clothing shouldn’t mix.