The Oakland A’s have one of the lowest payrolls in baseball. But what they lack in big-money talent, they make up for with a scrappy, creative style of play. We coined this style “Green Collar Baseball” and created all of the A’s advertising (television, digital, social, out of home, in-stadium, radio) for eight years. During our work with the team, the A’s had five of eight seasons with attendance growth, regardless of the team’s record (and some of those years they were bad).
We kept the Green Collar Baseball theme the entire eight seasons but refreshed the visual look every couple of years.
Green Collar Baseball became much more than a tagline—it was woven into the fabric of the brand and was fully embraced by players, coaches and fans.