Baseball is more than a game across Latin America—it is a cultural foundation, a shared language spoken in backyards, sandlots, and city streets long before it’s heard in stadiums. It lives in family traditions, neighborhood pride, and national identity, shaping generations of players and fans whose passion transcends the diamond. This project exists to honor that truth by recognizing the deep, inseparable bond between Hispanic culture and the game of baseball. By reimagining team identities through their Hispanic names during Hispanic Heritage Month, Major League Baseball has an opportunity to make that connection unmistakably visible. This initiative moves beyond symbolism to become a living tribute—one that celebrates the communities, history, and spirit that have fueled the sport for decades. It is a league-wide acknowledgment that Hispanic culture is not adjacent to baseball’s story; it is central to it.
The inspiration for this concept is rooted in the momentum created by MLB’s groundbreaking Ponle Acento and Somos MLB campaigns, which marked a turning point in recognizing the profound impact of Latino players and fans on the league. Those efforts opened the door to deeper cultural storytelling—inviting MLB to celebrate not only individual contributions, but the heritage and identity that continue to shape the game. This project builds on that legacy, honoring past trailblazers while inspiring a new generation through pride and cultural representation.
The inspiration for this concept is rooted in the momentum created by MLB’s groundbreaking Ponle Acento and Somos MLB campaigns, which marked a turning point in recognizing the profound impact of Latino players and fans on the league. Those efforts opened the door to deeper cultural storytelling—inviting MLB to celebrate not only individual contributions, but the heritage and identity that continue to shape the game. This project builds on that legacy, honoring past trailblazers while inspiring a new generation through pride and cultural representation.
brand execution
Throughout the month of September, every Major League Baseball club will take the field with a custom uniform featuring its team name translated into Spanish across the chest. From Los Medias Rojas and Los Gigantes, each name is reimagined within the visual language of its respective club, preserving the identity fans know while giving it a distinctly Hispanic expression. The uniforms create a powerful league-wide visual statement—transforming the field into a celebration of language, culture, and heritage while recognizing the deep influence of Latin American communities on the game. By seeing their language represented across every MLB diamond, fans experience Hispanic Heritage Month not simply as a campaign, but as a celebration woven directly into the fabric of baseball.
