A rare event occurs in which the uniform color of the basketball professional team is changed due to `` digital advertisement ''



Milwaukee Bucks , a professional basketball team based in Milwaukee, Wisconsin, USA, announced a new design uniform on November 11, 2022. Specializing in information on sports team uniforms and logos, he believes that the reason behind the drastic change in the color of the uniform from cream, which is associated with his hometown of Milwaukee, to blue, is due to the widespread use of digital advertising in modern times. The news site Uni Watch reports.

EXCLUSIVE: The Inside Story of Why the Bucks Can't Wear Cream Uniforms Anymore
https://paullukas.substack.com/p/exclusive-the-inside-story-of-why

Prior to this change, the Milwaukee Bucks, aka the 'Bucks,' used cream in their 'City Edition' uniforms. This is derived from the fact that Milwaukee in the 19th century was built with cream-colored clay bricks taken from the west coast of Lake Michigan, and Milwaukee is also nicknamed 'Cream City'.



Due to the change in the design, which incorporates local history, Bucks fans have commented, 'We're going back to the cream-colored design that the team wore in the 2017-2018 season and the 2019-2020 season. When will it be?', and there was a succession of voices nostalgic for the old design as soon as possible.

However, Bucks chief marketing officer Dustin Gutsey responded to a fan's request, saying, 'I've seen this topic so many times today alone that I'm going to answer it, but you can't wear cream uniforms anymore. No. It's not that there's no reason, but no one will be convinced even if I explain it, so I'll just say 'I want to return it if I can,'' he said, wearing a cream-colored uniform. I implied that I could not hope for a reprint of.



According to Gutsey, who spoke exclusively to Uni Watch, the Bucks' cream-colored jerseys were a huge hit with fans. However, in August 2020, when the pandemic of the new coronavirus infection was in full swing, the team wore a cream-colored uniform and faced an unexpected problem. The problem is that if the player is wearing a cream-colored uniform, the advertisement will not work well with the video of the game.

This was an unusual time, with all matches being played neither home nor away, allowing teams to synthesize on-court advertising when matches were broadcast locally. This ad will not overlap the players playing on the court, but if the player is wearing a uniform that is close to the color of the floor, the ad will cover the player.

For example, in the image below, Toyota's advertisement is superimposed on the player's shorts on the bottom left.



Similar problems have arisen in sports other than basketball. For example, in the ice hockey video below, a digital ad is used on the wall of the court, but halfway through, the video is disrupted, making it appear that the player has emerged from within the wall.



Mr. Gatsey worked with uniform maker Nike to adjust the color of the uniform, but because the color of the floor is different for each arena, it did not lead to a fundamental solution. Until then, cream-colored uniforms are prohibited.'

Of Milwaukee's traditional colors, Gatsey said, 'Cream is our color and it's been a big part of the brand that the team has built, so it's very disappointing. Someday cream will come back. I hope I can wear the uniform of.'

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