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Neighbor plants reminder of its connection with Apple

The Tech Superpowers jersey is placed in the Apple store's sidewalk. The Tech Superpowers jersey is placed in the Apple store's sidewalk. (Ted Dillard/Tech Superpowers)
Email|Print|Single Page| Text size + By Jenn Abelson
Globe Staff / May 13, 2008

Inspired by the Red Sox fan who buried a David Ortiz jersey under the new Yankee Stadium, Apple reseller Tech Superpowers decided to leave its own subversive treasure under the competition moving in directly behind them on Boylston Street - the massive new Apple store set to open Thursday.

So on a sunny morning last month, Tech Superpowers founder and president Michael Oh slipped out with a shovel in one hand and one of the company's geeky blue shirts emblazoned with the words "Technology for Genius" in the other. He crossed the alley to the wet cement behind Apple and began digging.

"We just walked in and started digging a hole and taking snaps. When approached, we explained what we were doing," Oh said of encounters with the Apple construction workers. "Luckily, that was the morning that the guy had bought the Ortiz shirt on eBay for $175K, so everyone just thought it was humorous."

Tech Superpowers has closely followed the progress of Apple with a webcam watching every second of construction. When they weren't stalking Apple, Tech Superpowers was refining its business model to focus more on professional clients and less on consumers in anticipation of Apple's arrival and dominance in the consumer space.

"We're doing it with a wink," Oh said of the buried Tech Superpowers T-shirt. "We are in business because of the great things Apple has done. But there's also been blood, sweat, and tears from our side. This T-shirt in the sidewalk is a symbol that there's a connection between the two sides of the alley. I have no idea how this will turn out. Maybe Apple will refer us customers. Or maybe six months from now we'll be moving out to an office park in Waltham. But at least we can say, yeah, we were here."

No word yet on what Apple plans to do with the buried treasure.

Jenn Abelson can be reached at abelson@globe.com.

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