The Hokkaido Nippon Ham Fighters and SME unveiled a new identity and uniforms to officially reposition the team as the "Pride of Hokkaido" and introduce a new baseball culture.

One of the most storied baseball teams in Japan, the Hokkaido Nippon Ham Fighters partnered with SME to develop a new identity and uniforms to complement its brand theme, "HOKKAIDO PRIDE ~ Hokkaido - the pride of my heart."
Essential brand characteristics are communicated throughout the home jersey.  SME developed a color palette inspired by clean, white undertones and the blue sky of Hokkaido, which is applied in an asymmetrical design across the shoulder. “Fighters” is emblazoned over the chest while Hokkaido's logo is placed on the left shoulder and includes important elements that reflect the pioneering spirit of Hokkaido– the North Star and the colors of the Hokkaido flag.

The visitor’s uniform uses shades of brown, representing the “harvest gold,” the fruit of the Japanese landscape. “HOKKAIDO NIPPON HAM” is arranged centrally across the chest and boldly to exude pride for Hokkaido amongst visitors.