When I was in college, there was a brief fashion trend that had us wearing our sweatshirts inside out. I followed this trend mostly because I was terrible at doing laundry and this multiplied the garment’s use. I’ve been fashionably on-trend little since then, mostly because I’m still terrible at doing the laundry.

Around that same time the NY Mets won the World Series, crediting their success in part from turning their hats inside out and creating the rally cap. That unique crowd and player activity did turn around games into a winning series.

While many fans in the intervening decades have adopted the inside out or sideways hat to energize a late innings comeback, I thought this was a 1980s creation. Only during the end of this crazy 2024 baseball season in Detroit did I learn — according to baseball historians — that the first appearance of the rally cap was at Tiger Stadium in 1942. It rose to national prominence when the Tigers won the World Series in 1945.

How is this relevant to our day-to-day marketing responsibilities 80 years later? I see three ways:

• The rally cap’s wave of resurgence shows the power of nostalgia. While we often preach looking forward, tapping into nostalgic elements can create emotional connections and a sense of community.
• The rally cap evolved from a quirky fan activity to a recognized symbol of hope and turnaround. Being adaptive can turn small, creative ideas into powerful brand symbols.
• SMZ was a 16-year-old company when the Tigers won that ‘45 series. The rally cap’s long history shows that persistence and consistency can eventually lead to success. As business leaders, we must remain committed to our strategies, even if immediate results aren’t visible.

Now pardon me as I tip my cap, flip my cap and cheer: Go Tigers!