Chicago White Sox

For years, Chicago White Sox apparel has taken a back seat to the Cubs in the two team’s home town. Although both teams had ridiculously long stretches without a World Series win, it was okay to cheer on the beloved Cubs, while the Sox were still shaking the shame of the 1916 Black Sox.

In fact, Chicago White Sox merchandise was hurting up until the late 80s when they decided to change their logo to the now iconic, old English “Sox.” They then received endorsements in the most unlikely of places: gangster rap. Different rappers started wearing Chicago White Sox hats and Chicago White Sox sweatshirts. Suddenly, the team found a niche as the “cool” team to like.

Then in 2005, the Sox finally won a world series and the city wholeheartedly embraced them by wearing Chicago White Sox t-shirts in the street and Chicago White Sox jackets to work. The team has been fairly successful ever since. Players like Jim Thome and Mark Buerle have made Chicago White Sox jerseys popular for legitimate reasons, not just because of popular culture.

Finally, it seems that the White Sox have cast aside their reputation from a century ago. Chicago baseball fans have a new way of looking at this team: as winners.