Friday, June 29, 2012
Dodgers fan/ad man turns sights on T-shirts
By Patrick Cain Special to ESPN.com
Matt Kemp's MVP campaign message is one of Rob Goldenberg's line of Dodgers-inspired shirts.
The 2012 season for the Los Angeles Dodgers -- with new owners, rising stars and a winning record -- is what the advertising world would call a rebranding opportunity. This wasn't lost on Rob Goldenberg, a lifetime Dodgers fan and associate creative director at Deutsch LA, the ad agency.
"I would love to help the Dodgers market their team and players. It’s a new age for them," Goldenberg says. His solution? Do what he does best: create catchy slogans and graphics that will bring attention to his favorite players similar to what the “Fear The Beard” campaign did for San Francisco Giants closer Brian Wilson.
The first player to get the T-shirt slogan makeover was an easy choice: 2011 MVP runner-up Matt Kemp.
From there Goldenberg let the creativity fly -- making shirts for Vin Scully, Andre Ethier, Don Mattingly and Dee Gordon. And while Goldenberg has the talent, he also has the ability to actually get the shirts into the hands of at least one player. After meeting shortstop Gordon at a Dodgers charity bowling event in 2010, the two stayed in touch. After seeing his "9ORDON" tee, the shortstop emailed Goldenberg to say the shirt was awesome.
He's selling the shirts at heysix.com, with a portion of the proceeds benefiting the Dodgers Dream Foundation.
Despite the notoriety, Goldenberg still dreams of landing a gig with the team.
“Wouldn’t it be great if someday the stadium was filled with KEMVP shirts or if everyone referred to Don Mattingly as ‘The Don’?” he said. Until then, he'll gladly settle for a World Series trophy instead.