for all angles of each uniform style. The final research phase, conducted seven months later with 280 randomly selected fans, presented a range of uniform stylings based on the color preferences identified in the initial phase. Fans again used CERC’s dials to express their preferences during each 30-minute focus group. The San Diego Padres have sported a wide range of differently colored and styled uniforms throughout the team’s 50-year history. Competitive Edge conducted in-depth brand research in 2016, and Padres ownership came to believe that a significant number of fans were especially hungry for new brown uniforms, a color that had been an on- and-off part of the Padres’ identity since 1969. But would enough fans want to go “back to Brown” and turn their backs on the

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