Neon Waters Run Deep
There’s nothing fundamentally offensive, really, about the new Odd Future Stone Wash Pajama Zubaz uniforms that adidas rolled out on Thursday in preparation for the NCAA tournament later this month. Aesthetically, maybe, there are some things to disagree with—the color-schemes apparently based on flavors Gatorade invented, like “Frost Cascade Crash”; the shorts that resemble something a Jacksonville-area steroid dealer might’ve worn in 1991; the Notre Dame uniform, which looks like a Shamrock Shake with a tall dude trapped inside it. These are reasonable things to notice and take issue with, although it’s useful to remember that these uniforms were made with that purpose in mind—ruffling people square enough to care about college basketball uniforms, and ruffling them into using the word “adidas” if at all possible. This has worked—I’ve now done it twice in this column, and did it elsewhere yesterday—although it would have worked less well if there was anything else to talk about in sports right now. So, mission accomplished. Remind me to tell you about adidas’s patented ClimaCool Zones, an exciting new fabric technology that might well solve forever whatever pseudo-problem it purports to address, for all I know.
There’s a certain baseline squickiness to non-stories like this, which are essentially and inescapably re-heated press releases served with a side salad of Hot Take. It helps (if that’s the word) that these uniforms are undeniably something-a-skateboarding-cartoon-dinosaur-would-wear gaudy and legitimately strange. But the conversation they generate is mostly crypto-promotional noise. It’s familiar, too—think of those popular videos that get posted to every traffic-seeking site on the web along with a couple paragraphs about how stupid this video-meme is; think of the branded factoids and drowsily re-reported press releases that are the stock in trade of the widely loathed ESPN Brand Enthusiast Darren Rovell. These things are forgettable spurts of spume generated by the internet’s relentless, affectless churn. It’s hard to know what percentage of the web consists of ostentatiously and unapologetically content-free content like this, but it’s a two-digit number that probably starts with a seven or an eight and ends with a LeAnn Rimes upskirt.