Nike uses North vs. South concept to fan famous rivalries

Nike is known for its powerful brand activation.  No brand knows how to drive rivalries better either.  Remember the Nike "Run London" activity which pitted runners from North London against those of South?

Since this landmark activity, Nike has been celebrating other iconic North/South rivalries, especially in Chicago where the rift between the two poles is particularly fertile territory - and not just in running either.  Recently Nike extended the concept from running to baseball where there is a keen belligerence between Cubs fans and White Sox fans.  The initiative coincides with the end of spring pre-season training and the start of the regular season.

A peripheral installment (not directly from Nike but Major League Baseball) features a rather witty sledging match between actors Craig Robinson and Rick Offerman (fittingly in a pub called "The Dividing Line") - it's full of inside jokes but is brilliantly executed. 

How could your brand participate in and/or facilitate great traditions or rivalries within the sporting codes with which it partners?