When you think of MLB (Major League Baseball), you should think of Majestic®. The brand is (and has been for a longtime) the official jersey of America's Favorite Pastime. Majestic® wanted to expand their brand beyond the licensed MLB uniforms and apparel. Leveraging its on the field brand presence Majestic® launched a brand of baseball equipment and apparel designed for 'the player,' not just 'the fan' of the game. The strategy was to utilize the Majestic® uniform label to give the new brand the authenticity it deserved, while visually showcasing the rich history and tradition of the game of baseball.