Perhaps writer Michael Kruse put it best in his August 2011 piece “How Does Oregon Football Keep Winning?” — There is next to no reason the University of Oregon should have a good football team. Eugene is a small city and is not near a major media market, there’s very little local college-caliber talent, and for literally 100 years the Ducks did almost nothing but lose. But the past decade and a half has been different. They’ve been to the Rose Bowl, the Cotton Bowl, the Fiesta Bowl, and last year’s national championship game. How did this happen?

The Ducks are a new breed. They didn’t earn eyeballs and fans because they played outstanding ball on the field. They became a leading program because they insisted that people watch. They’re the undisputed champions in an attention economy, thanks to cutting-edge uniforms and gear provided by Nike.

Yellows and greens. Blacks and metallic grays. Highlighter neons and stormtrooper whites. There are more than 500 combinations of helmets, jerseys, pants, socks, the whole nine. What the Ducks struggled to build on the field — an identity — they manufactured through design. They’ve built one of the most unmistakable brands in sports.

Michael H. Goldhaber, head of a think tank and visiting scholar at Berkeley’s Center for Research on Social Change offers this take — Economics is the study of the allocation of resources that are scarce. These days, more and more, information isn’t scarce. Stuff isn’t scarce. What’s scarce is attention. The companies that win in an attention economy are those that win the eyeballs of people who have too much to look at. Too many ads. Too many screens in too many places. Too many games on too many channels on too many days of the week. This new economy is based on endless originality. If you have enough attention, then you can get anything you want.

John C. Beck, co-author of The Attention Economy: Understanding the New Currency of Business simplifies it this way — Just go back to what gets attention in the animal world. One thing is fear. Another thing is bright colors.

Richard Lanham, UCLA professor and author of The Economics of Attention: Style and Substance in the Age of Information adds the following insight — If attention is now at the center of the economy rather than stuff, then so is style. It moves from the periphery to the center. Style and substance trade places. Push style to the extreme and it becomes substance.

Nike designers have their own perspective. Designer Tinker Hatfield asks — What is a more visible way to turn up the heat and create a personality than through the football uniforms? We wanted to be out there, to be purposely controversial. That’s a part of what we do that’s not very well understood. A lot of the sports writers at first hated it, and that’s actually what we wanted. If you’re purposely trying to stir up the nest and increase visibility, then you want them saying something. Creative Director Todd Van Horne summarizes the extent of the brand experiment — Blocky, standard letters became sleek, modern fonts. Wings on the shoulders? Diamond designs on the knees? Silver shoes worn at Southern Cal? Nothing is off the table. The paint for the dark green helmets was made with glass beads and cost $2,400 a gallon. They look hatched from an alien pod, sent to Earth to seek first downs and souvenir sales.

Writer Michael Smith speaks to the culture that’s sprung such a bold experiment — Tradition is great where it’s a sellable, marketable commodity. Alabama can sell tradition. Penn State can sell tradition. Michigan can sell tradition. At those places, tradition is the differentiation, but at the schools where it’s not? They have to go in the opposite direction. And no one has done that better, or more consciously, than Nike and Oregon, which for the purposes of this conversation are essentially one and the same. Oregon’s tradition, at this point, is the overtly embraced lack of tradition. Change.

Paul Swangard, managing director of the school’s Warsaw Sports Marketing Center, underlines their practical approach — It’s probably the easiest way for us to cut through the clutter of college football, to be undeniably known for something. If no one knows your product exists, there is no demand for your product, and at the end of the day it’s about 18-year-old kids. The uniforms are the key ingredient to getting those bodies there, and the bodies are what win you football games.

LeGarrette Blount, a current NFL running back who relocated from Perry FL to Eugene OR, kept it real — The uniforms were awesome. I loved them before the Rose Bowl, and then I got to know more about Oregon. Blount became a Heisman Trophy finalist for the Ducks.

This brings us around to perhaps the most interesting aspect of the experiment — the connection between the players and the uniforms. It’s dressed for success, with a twist. Jim Bartko, a senior associate with the school, outlines the plan — Our pitch is that every three years, each recruit who comes here will have a chance to work with Nike. They’ll specify colors. They’ll design the product and the look. Some of them get really into it, and some of them are actually working at Nike as designers.

Interesting.

Like all great brands, the organization was more than just a standout image. There was a well-defined game plan. The vertical passing game. Pressure on the quarterback. Bump-and-run coverage. He fashioned the organization’s attitude from the traditions of his hometown Brooklyn Dodgers and their crosstown counterparts, the New York Yankees. It’s an inspiration few know. Davis drafted the fastest and strongest players he could find. He was never afraid of a high-risk reclamation project. He reached out to the fringe, taught them the Raider way and led them to football’s promised land.

Davis was asked to introduce more Hall of Fame players at their induction than any other person — and by far. The team’s folklore includes three Vince Lombardy championship trophies and countless famous games. Who could forget the Immaculate Reception. The Holy Roller. Marcus Allen crossing the NFL logo on a 74-yard touchdown run in the Super Bowl. The Tuck Rule play that denied a playoff victory for a California team playing in the snow, and instead launched Tom Brady and the New England Patriots on their dynasty path. The team’s recent struggles can’t tarnish the long-term legacy of this franchise and its brand. A Commitment to Excellence. The Will to Win. Just Win Baby. Once a Raider, Always a Raider.

With Davis’ passing, many wondered what would become of a team so tightly tied to its maverick owner. Al’s lasting legacy now rests with a talented team on the rise — charged forward by perhaps the top running back in the game, Darren McFadden, and a first-time coach as hungry as they come, Hue Jackson. At the helm of it all, however, stands a female executive few know. Some say she’s the perfect bearer for Davis’ torch.

Raiders’ CEO Amy Trask is proud of her favorite wardrobe item. It isn’t a sharply-pressed black power suit. It isn’t a matching white sweater and slacks outfit. It’s a t-shirt. On the front — ”There are 31 teams in the NFL.” On the back — ”and then there are the Raiders.” While she may no longer walk in the shadow of a football legend, she struts every bit as much swagger. “Nobody survives in that organization without having a mean streak,” says former San Francisco Chronicle reporter David White, who covered the team for four seasons. “Al Davis wouldn’t have promoted [Trask] if she didn’t.”

• Trace the brand to its roots with Al Davis — A Football Life (NFL Network video).
• Learn more about Raiders’ CEO Amy Trask (ESPN Feature Article).

For Pacquiao, who is both sportsman and politican these days, it’s a natural progression from what other U.S. sport stars might choose for their brands. Sure, he has the MP logo (two versions that I’ve seen). That mark quickly connects and appeals to the throngs of new fans he’s adding around the world. It has the look of something that isn’t native without isolating. Those who’ve watched Manny through his ascent these last few years have also seen the intense loyalty to his homeland, The Philippines. Whereas others might race to the mainstream and dilute authenticity along the way, Manny’s on a different path. He remains Filipino front and center. His brand reflects that.

The Nike jacket features a patch on the right sleeve that reads “Pambansang Kamao” — an unexpected detail. Even without knowing what it means, the graphic looks different than what other athletes might endorse. The closest reference point I can think of is the South Carolina or Texas flags, which some from these states brand with them to show their roots. The patch introduces one of Pacquiao’s nicknames — National Fist — in his native language of tagalog. It’s even the title of a rap song, written by a fellow countryman in his honor (D-Coy from the Filipino group, Beatmathics).

Manny wants to perform at the highest level he can — like any athlete does. The difference is that he also bears the burden of serious civic responsibility. He’s the hero of an impoverished country. He represents hope. That gives you a little extra to think about when your back’s to the corner and your face is being punched. I’m willing to bet it’s the chief driver behind his meteoritic rise to fame and fortune.

Pacquiao has a greater purpose than vanity. Egos and wills can be broken. The fact that more is at stake for him makes watching his fights that much more fascinating. It’s beyond sporting spectacle. The more he succeeds, the more he earns, the more attention he can turn to his people, the more he can give back — the more he can lift a nation.

That’s branding on a whole different level.

“It was vitally important to us to honor the rich history of hockey in our city, and fit the era of the Royal Canadian Air Force (RCAF) which inspired the primary crest design,” Jets general manager Kevin Cheveldayoff said in a statement. “The result is clean, simple and traditional.” The jerseys feature two shades of blue that honor the RCAF — a darker “polar night blue” that’s found on many current airplanes, and a lighter “aviator blue” that recalls the historical colors used.

The Jets took their new hockey jerseys to the ice on October 9th versus the Montreal Canadiens.

1. TROY POLAMULU, Pittsburgh Steelers

2. PEYTON MANNING, Indianapolis Colts

3. DREW BREES, New Orleans Saints

4. AARON RODGERS, Green Bay Packers

5. TOM BRADY, New England Patriots

6. TIM TEBOW, Denver Broncos

7. MILES AUSTIN, Dallas Cowboys

8. ELI MANNING, New York Giants

9. TONY ROMO, Dallas Cowboys

10. JASON WITTEN, Dallas Cowboys

The centerpiece of an ad campaign designed to boost Strasburg’s image, the logo captures the pitcher mid-delivery. Some in the metro Washington D.C. area are calling it simply “Whiffman” — in tribute to Michael Jordan, Ken Griffey Jr. and Shaquille O’Neal marks above. The tag “Strasburg Strikes Again” will closely accompany the graphic in most applications. A link to purchase Washington Nationals tickets online and the date of his next start are also showcased. Yesterday, a t-shirt giveaway debuted the art on sport apparel.

Below are five reasons why the Nationals are missing the strike zone with the new Strasburg brand:

1 — If you’re seeking to project cool, then rehashing something like the Air Jordan “Dunkman” isn’t the path to adopt. Do something fresh, rather than copying previous success.

2 — Let’s imagine that this is a sound strategy. Why roll it out at a time when the season is ending? Why underline the fact that the Nationals are once again not making the playoffs? The biggest stars almost always play on winning teams. The Nationals aren’t there yet.

3 — It isn’t the team’s first or best function to project a larger than life persona for a player. Run Strasburg onto the field every fourth or fifth day to pitch. Don’t send him through extensive minor league trials, whereby his presence in professional games that matter is out-numbered by those that don’t. Let him finish what he starts, especially where his pitch count is low and he’s being effective. He will pile up the strikeouts that lead to highlight packages on ESPN. Once that buzz has been created and sustained, then allow the endorsements to boost the player’s image. Let the third-party lift build his legend, just as Nike and Sports Illustrated crowned Jordan, Lebron James and many others. Don’t be the proud mom who thinks her child is the most precious thing in the universe. My son is an honor roll pitcher for a sub .500 team!

4 — Baseball is a team sport, and starting pitchers are the center of the action every fifth game. Why highlight when he’s pitching and encourage fans to support those 33 games (as opposed to the other 129 games)? Do you see any other team doing this? Nationals fans are already fickle. Don’t feed into that. On non-Strasburg starts, the team is begging fans to attend with deeply discounted seating. It’s a terrible ticketing strategy all the way around.

5 — Why give away a product with your premium player’s logo on it? Air Jordan gear is priced top of the market. Why is that? The more something costs in America, the higher the quality it must be — or the greater the demand must be. Treat the mark with respect, or don’t make a point with it at all.

According to a Washington Times article on same,”Nationals’ chief operating officer Andy Feffer said plans for marketing Strasburg in 2012 haven’t been finalized.” Perfect. Here’s my advice to Feffer and others. Back off, re-evaluate your plans and let the story unfold more naturally. Revisit when there’s something nationally significant there. Right now, this is mostly a local story. It’s exciting for the Nationals, true, but it’s not even close to the legacies of Michael Jordan, Ken Griffey Jr. or Shaquille O’Neal.

Under Armour’s new uniforms for the University of Maryland are a hot topic with the Metro Washington sports crowd. While they’re not the slickest designs we’ve seen of late, we mostly view the overall concept as progress. It seems as though the naysayers are holding fast to the traditionalist’s view that there should be one uniform from day one of the team until they disband. I remember the days when (insert nostalgia du jour here). Not broken. Why fix it?

For starters — from a purely design standpoint — the uniforms were broken. The look was dated and not currently wowing the audience they most needed to motivate. They exist in a market where schools are not afraid to change things up, go bolder, make a statement, and move merchandise.

Ah, yes. Tthat dreaded concept. Generating revenue. Moving merchandise is extending your brand. Staying young. That’s a good thing for schools.

What are your thoughts on this? Share your comments below.