Challenge: The Tigers were coming off a historically bad season, fan morale was low, and player recognition was scarce. While the team retooled, we needed to give fans something to rally around.
Idea: A new slogan, Detroit Roots, tied connected the iconic Old English “D” with the spirit of Detroit resilience—fostering community pride and encouraging fans to rally around the team and one another.
More Than a Logo.
A City’s Identity.
Over generations, the Old English “D” had grown beyond a team logo — it became a symbol of Detroit’s grit, unity, and unshakable spirit. By grounding our creative strategy in the community’s own adoption of the mark, we positioned the Tigers not just as a team, but as a living emblem of the city itself. And we reminded fans what they were really rooting for: each other.
opening day launch
We introduced “Detroit Roots” with an anthem video featuring real Detroiters speaking straight to camera. It was a bold debut that set the tone for Opening Day. Players wore branded tees during warmups, while Tigers representatives shared the slogan’s meaning on-air—reminding fans across the city that no one roots like Detroit.
putting the fans front & center
To bring “Detroit Roots” to life, we turned the camera toward the people who root the hardest: real Tigers fans. Our content shoot spotlighted the joy, swagger, and togetherness of game day—capturing the spirit of rooting with Detroit, not just for the team. The campaign swapped player portraits for fan faces across billboards, broadcast, and social—reminding everyone that the heartbeat of the team is in the stands.
#DetroitRoots social engagement
To fuel fan engagement, we launched a simple but powerful meme generator where fans could personalize their own “I Root” images with the iconic Old English D. Whether it was your kid, your dog, or your hometown crew—anyone could show their #DetroitRoots and join the movement across social platforms.
impact
Detroit Roots successfully blended tradition with modern fan engagement—leveraging digital tools, heartfelt storytelling, and the Tigers’ iconic Old English D to rally a fanbase during unprecedented times. The campaign not only reconnected Detroiters with their team, it reinforced the Tigers’ role as a symbol of resilience, pride, and community strength.