An 80-year-old baseball legacy doesn’t get a facelift very often. So when the Baltimore Orioles decided it was time to sharpen their brand ahead of the 2026 season, the brief was blunt: refresh it, don’t wreck it, and know that every fan in Birdland will be watching.That brief became Fly Different, the Orioles’ new brand campaign and season-opening rallying cry, and it’s the subject of our latest case study, built in partnership with creative agency Notorious111 and brought to life through production by Unrivaled. See the full project here.
You don’t touch an 80-year-old franchise lightly. The Orioles needed a platform that could pull in new fans without alienating the ones who’ve been showing up since before Camden Yards had a name. That meant a full year embedded in Birdland, sitting with the C-suite, spending time with players, showing up in the neighborhoods that make this team what it is, all in service of a campaign with, in Notorious111’s words, a little respect and a little rebellion baked in.
Fly Different launched across every touchpoint that matters: in-stadium, out-of-home, social, streaming, and broadcast. Notorious111 led brand strategy, positioning, visual identity, and campaign concepting. Unrivaled came in as production partner, working alongside the agency to get the campaign shot, finished, and ready to fly, timed to hit ahead of Opening Day at Camden Yards against the Minnesota Twins.
The result is a campaign that feels less like a rebrand and more like a reintroduction: the Orioles as a team that respects where it came from and isn’t afraid to swing at where it’s going.
The numbers back up the swagger. Fly Different drove a 158% lift in merchandise search demand compared to the average of the previous two seasons, proof that a well-told brand story doesn’t just win applause, it moves product. And the Orioles organization felt it too. As Amanda Ozarowski, Vice President of Brand & Content for the Baltimore Orioles, put it: they couldn’t have asked for better partners.
Fly Different is a case study in what happens when a legacy brand takes a real risk — and does the work to earn it. It’s the kind of campaign that only comes together when strategy, craft, and production are all pulling in the same direction: Notorious111 setting the vision, Unrivaled getting it made, and the Orioles trusting the process enough to let Birdland fly a little different.
Want the full breakdown? Read the complete case study on Notorious111, and see Unrivaled’s production work on the campaign here.
If you are interested in learning more about our work, get in touch with one of our producers.