OPI to debut nail lacquers inspired by Major League Baseball
OPI has inked its first licensing agreement deal with a professional sports league. The company announced Wednesday a deal with Major League Baseball that will have MLB-inspired nail lacquers stepping up to the plate in time for opening day.
The announcement included the following acknowledgement by the MLB of the importance of the nail-lacquer-wearing fan base:
“Major League Baseball understands the importance of female fans in the growth and success of our sport,” MLB senior vice president of licensing Howard Smith said, “and so we continuously seek new opportunities to diversify our portfolio of licensed offerings to target this extensive fan base.”
The MLB Collection by OPI, which is scheduled to debut in April, features the following seven hues ($9 each) inspired by America’s pastime:
Short–STOP! (tagline: “Go for it! This rich crème red is a real catch.”)
Love Athletes in Cleats (“This shimmery red and a man in uniform … now that’s romantic.”)
Orange You Going to the Game? (“This bright and playful orange is the ticket for fun.”)
Right Off the Bat (“This frosty navy blue is a definite home run.”)
7th Inning Strrretch (“Take this steely gray blue out to the ballgame.”)
Umpires Come Out at Night (“Friday night at the game is perfect for this deep midnight blue.”)
Girls Love Diamonds (“Whether on the finger or on the field, this pure white is totally engaging.”)
We admittedly don’t know a whole heck of a lot about baseball but, in our opinion, those shades don’t do much in the way of evoking the game. Sure, there are enough reds, blues and whites that one might possibly construe the hues as paying homage to the MLB logo -- or even some of the teams’ colors. But orange? The first ball that comes to mind for us on that one is basketball, not baseball. (NBA, take note.)
It feels like someone really bunted on this partnership (or dropped the ball -- we’re not sure which baseball metaphor to use) by not going a little more granular on some of the shades. Think about how many Boston fans would clamor for a color called the Green Monster? Or the number of fans bleeding Dodger blue who’d do anything to paint their nails that very same hue.
Sorry, OPI. We cut you some slack with the Ford Mustang partnership, and even looked the other way with the “Muppets Most Wanted” deal. With the MLB partnership we were hoping you’d really swing for the fences.
Instead we got a sacrifice bunt.