The University of Akron is using specially designed uniforms that display social media info.

The digital world has crept still further into the physical world.

For a promotional ‘social media night’ on February 2nd, 2013, the men’s and women’s basketball teams at the University of Akron were slated to sport special jerseys displaying the team’s Twitter handle.

The redesigned Nike uniforms place the handle @ZipsMBB on the back of the jersey where a player’s last name is usually seen. The idea behind the social-media-driven tactic is to create greater online traffic surrounding the University’s athletics programs, gaining a more prominent position in the national landscape. Unfortunately for Akron, you can rarely control all of the digital content created around your brand. Some of the feedback is bound to be negative or inflammatory, which could lead to unforeseen backlash.

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