Today brings yet more news out of Seattle on the Sounders scarf campaign. A group of Sounders fan blogs have combined forces to sponsor an "Bring Your Scarf to Work Day"

If you haven't been paying attention, the Sounders have guerrilla-marketed their way into the civic consciousness of their fair city with a "Scarf Seattle" program that has the items showing up all over the place (I particularly love the "Scarf Your Cat" suggestion).

How great is that?

Dave Clark, a blogger of ultimate esteem at sounderatheart.com, sent me a message last night, obviously excited about "Bring Your Scarf to Work"; and I say rightly so. Is there another city in America (not you Canada, we know you're different) where this is even conceivable? Obviously we'll have to hear about how it goes on Friday, but early indications reveal a city completely geeked up for Major League Soccer.

Newness is a factor in all of this, and the hard work for the Sounders marketing department will be to keep the momentum going; but I'm heartened by the early returns. Even the animosity being thrown at the Sounders and their supporters is good for the league, as rivalry breeds passion, which attracts converts.


The American Church of the Soccer Revelation is always accepting new congregants.

By the way: if you happen to have an extra of either of the scarves pictured, Match Fit USA is always accepting gifts...