SBD/March 2, 2012/Marketing and Sponsorship

Say What? Miguel Cabrera's Unique Batting Practice Saying Gets Its Own T-Shirt

Alternative Hero sells Cabrera shirt for $18, and they ship on March 9
Tigers 3B Miguel Cabrera's "jovial, expletive-based batting practice routine in spring training" has resulted in Detroit-based T-shirt company Alternative Hero "putting the slugger's expression on a t-shirt," according to Bill Shea of CRAIN'S DETROIT BUSINESS. The shirt includes the phrase, "¿Si or No? Si, Motherf#$@&*!" It "stems from Cabrera asking teammates if they think he'll hit the next pitch over the fence: '¿Si or No?'" Doug and Ed Zuba for several years have "produced topical Detroit sports and culture shirts as a side business." Their business model is to "design and promote a shirt they think will be popular and put it online for a week." If they "reach a certain number of orders, they'll be produced and delivered." The point is to "not have a bunch of unsold inventory sitting around by [giving] people just a week to order it." Shea noted the shirts "typically are snarky." So far, the Zubas have about 150 orders for the Cabrera shirt, which Doug Zuba "says puts it in their top five for most ordered." The Cabrera shirt sells for $18, and they ship on March 9. Zuba said that they will "probably continue to be sold for another week." There has been "no word yet from the Tigers on if fans will be allowed to wear the shirt inside Comerica Park or if they'll be forced to turn it inside out or cover it up." That is the procedure for clothing with "potentially offensive messages at most ballparks" (CRAINSDETROIT.com, 3/1).
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