This seems to be the year of the online reveal, as organizations are more apt to give exclusive first looks at new products, tour dates, game activities and lineups. Nike has been perfecting this with the release of their Nike+ Fuel band as well as their “social sneakers.” This past week saw the European futbol club Liverpool launch not only a new jersey line, but a new partnership via social media. Warrior, subsidiary of New Balance, known for their lacrosse gear makes the foray into “kit” production. To engage fans and generate buzz, their team threw out a social media integration blitz that included promotions on Facebook, YouTube, Tumblr, Twitter and Pinterest. Daniel McLaren of The Social Media & Sport Reference spelled out the strategy: “The approach that of hitting as many touch points as possible.” The key to this campaign lie with how well the integration ties into each other and how they leverage each platform to sell jerseys....