Todd Radom admits to not being a great baseball player (join the crowd), but watched baseball in the 1970s because …
I was focused on Reggie Jackson’s titanic home runs, but I was also mesmerized by the green and gold Oakland A’s uniforms.
I doodled sports logos on school notebooks and conjured my own teams — not so much for games as for creating logos and uniforms for them. I studied the cap marks of Major League Baseball teams and rendered them in painstaking detail with felt-tipped markers and cheap ballpoint pens.
I was fascinated by the visual culture of sports, and I still am, having devoted my life to sports design. Lucky for me, as a young baseball fan, I hit the lottery: My formative sports-aesthetics years came in the 1970s, the game’s most vibrant, colorful decade, with its smorgasbord of audacious and often garish uniforms. Bold graphics and sensationally showy colors were synthesized into some of sports history’s most memorable uniforms — a golden age of sports identity.
Sometimes, the results were mixed — not unexpected, coming off baseball’s longstanding adherence to traditional aesthetics — but that was just fine by me. My formative years coincided with the opening of modern, multipurpose stadiums, color TV, and a new approach to what sports could look like, played by athletes with long hair and flamboyant mustaches. While any number of the uniforms were considered ugly by contemporary standards, they also projected a sense of optimism and a fresh take on a very visible and vital aspect of American popular culture.