Fanship is a crazy, beautiful thing. It’s the chants, the superstitions, the rituals, the obsession, the joy, the pain, the camaraderie … and, of course, the gear. You wear who you root for. It’s that insight of the inner-circle feel of fanship that we clung to for our national TV campaign for MLSstore.com. We made a spot for each of the 22 teams (plus an overall one and a holiday one). In each spot, we dug into those things that, when added together, made up a true fan of that team: the colors, the players, the songs they sing, the weird nicknames they have. And we made sure to do our research, because fans can always smell an imposter.