FOR THE H OF IT
Ken Hoffman uncovers the origin of the Astros 2020 slogan
Feb 17, 2020, 12:25 pm
Photo by Getty Images
This article originally appeared on CultureMap.
It happens every spring, the Houston Astros come up with a slogan intended to rally the fans and get the town excited about baseball again. Some examples from recent years: "We Are Your Astros" (2011), "Root. Root. Root. (2012), "Earn History" (2017), "Never Settle" (2018), and "Take It Back" (2019).
For 2020, this year of redemption, the Astros want everybody to know they're doing it "For the H." The Astros want "For the H" to be as ubiquitous as "Keep America Great" or "Not me. Us" (maybe) or "Mike Gets It Done" (pending) and stick around just as long. That would be World Series time in November.
We play for our city. Our home.
— Houston Astros (@astros) February 4, 2020
We play #ForTheH pic.twitter.com/AwolRhyHig
The Astros didn't go with the first light bulb that popped over a mid-level manager's head. Here's all the staff meetings, focus groups, and running up the flagpole that go into the team slogan — from first brainstorm to the sign outside Minute Maid Park — courtesy of Anita Sehgal, Astros senior vice president of marketing and communications.
CultureMap: How long ago did you start thinking up the campaign slogan for 2020?
Anita Sehgal: We started in November — shortly after the World Series. We have used 'For the H' on and off within other campaigns and this year felt right to elevate it and develop a campaign around it.
CM: How important to the Astros is a good slogan that connects with fans and the community?
AS: Incredibly important. Our campaign every year is intended to provide a rallying cry for our fans, players and the community. We want our fans to have a true emotional connection with our team. It is also important that we look at a fully integrated campaign – not just a slogan. Our marketing team wants to ensure our theme is more than just words.
CM: What is the process? How many steps up the corporate ladder before owner Jim Crane gives a thumbs up?
AS: The marketing team leads the process for campaign development. We anchor our process in fan insight. We take our inspiration from how our fans, players, and influencers speak about why they love the Astros and what they look forward to. The team develops mood boards, tagline options and a few design options for consideration.
The team also spends a lot of time developing creative and content ideas on how the campaign will come to life and sustain itself for a full season. It is a collaborative process among many departments within marketing. We generally go through a few iterations until ultimately I sign off and share with our entire executive team, including Jim. Once our executive team has had input, we finalize the campaign and prep it for launch.
CM: How long between first thought to the final okay?
AS: Our campaign process generally takes about two months.
CM: Was the slogan devised in-house or did the Astros go to Madison Avenue for a slogan specialist?
AS: We have an unbelievably talented marketing department in-house that takes this task on every year.
CM: It's unusual that our XFL team, the Roughnecks, also is using "For the H" as its slogan. Are the Astros okay with that? Who came first? Was it done in collaboration?
Continue on CultureMap to find out if the Roughnecks and Astros collaborated on the slogan.
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Alex Bregman couldn’t hold back the smile when he was asked who might have had the biggest impact on his decision to sign with the Boston Red Sox.
“My favorite player Dustin Pedroia,” Bregman said of the club's former second baseman and two-time World Series champion.
“He reached out a few times this offseason and talked about how special it was to be a part of the Boston Red Sox,” Bregman said Sunday. “It was really cool to be able to talk to him as well as so many other former players here in Boston and current players on the team as well.”
A day after Bregman's $120 million, three-year contract was announced, he sat at a 25-minute news conference between his agent, Scott Boras, and Boston Chief Baseball Officer Craig Breslow. Manager Alex Cora, who gave Bregman a hug after he handed the infielder his No. 2 jersey, also was at the table along with team president Sam Kennedy.
Breslow and Cora wouldn't say whether Bregman would move to play second base, Pedroia's position, or remain at third — a position manned by Rafael Devers since July 2017.
A few players, Jarren Duran and Rob Refsnyder among them, and coaches stood behind the seated reporters to listen.
Bregman gets a $5 million signing bonus, a $35 million salary this season and $40 million in each of the following two years, with some of the money deferred, and he can opt out after the 2025 and 2026 seasons to become a free agent again.
Asked why he agreed to the shorter contract with opt outs, he leaned forward to the microphone in front of him and replied: “I just think I believe in my abilities.”
Originally selected by Boston in the 29th round of the 2012 amateur draft, Bregman attended LSU before the Houston Astros picked him second overall in 2015. His family history with the Red Sox goes back further.
“My dad grew up sitting on Ted Williams’ lap,” he said.
MLB.com said Stan Bregman, the player's grandfather, was a lawyer who represented the Washington Senators and negotiated Williams' deal to become manager.
Boston has missed the playoffs in five of the last six seasons and had avoided signing the highest-profile free agents. Boras said a conversation with Red Sox controlling owner John Henry showed ownership’s desire to get back to winning.
“I think it was after Soto signed,’’ Boras said, citing the record contract he negotiated for Juan Soto with the Mets. “We had a discussion. I could tell knowing John back with the Marlins and such, he had a real onus about ‘we need to do things differently than what we’ve done before.’
“This is a point and time where I believe Red Sox ownership was hungry for championship play and exhausted with what had happened the last five, six years.”
Called the “perfect fit” by Breslow, the 30-year-old Bregman joined the Red Sox after winning two World Series titles and reaching the playoffs in eight consecutive seasons with Houston.
“I’ve been fortunate enough to be in the playoffs the first eight years of my career, and I plan on continuing to do that here,” he said in his opening remarks. “I’m a winning player and this is a winning organization.”
Coming off an 81-81 season, the Red Sox acquired left-hander Garrett Crochet from the White Sox and signed fellow pitchers Walker Buehler, Patrick Sandoval, Aroldis Chapman and Justin Wilson during the offseason.
After the pitching moves, they found a right-handed bat, too.
“As the offseason progressed it just became clearer and clearer that Alex was the perfect fit for what we were trying to accomplish,” Breslow said.
Bregman ranks first among players with at least 75 career plate appearances in Fenway Park with an OPS of 1.240.
“He fits like a glove for our organization,” Kennedy said.