![Chicago White Sox rebrand fueled by hip-hop, as explained in](https://img.mlbstatic.com/mlb-images/image/upload/t_w640/mlb/svtdrrwkuec2ywgkp96f.jpg)
Fitted In Black: How Hip-Hop Fueled the Greatest Rebrand in Sports
![Chicago White Sox rebrand fueled by hip-hop, as explained in](https://cdn.vox-cdn.com/thumbor/xVVvGJScsD6hXK7WKZce2euXgzU=/1400x1400/filters:format(jpeg)/cdn.vox-cdn.com/uploads/chorus_asset/file/23186907/Screen_Shot_2022_01_21_at_9.47.04_PM_1_.jpg)
Rebranding the Chicago White Sox - South Side Sox
![Chicago White Sox rebrand fueled by hip-hop, as explained in](https://cdn.vox-cdn.com/thumbor/rQax6rRtHIDNcvt_g9nqwYUX92k=/1400x0/filters:no_upscale()/cdn.vox-cdn.com/uploads/chorus_asset/file/23214021/Sox_Logo2_1_.jpg)
Rebranding the Chicago White Sox, Vol. 2 - South Side Sox
![Chicago White Sox rebrand fueled by hip-hop, as explained in](https://lookaside.fbsbx.com/lookaside/crawler/media/?media_id=100064342462902)
Chicago's Southwest Side
![Chicago White Sox rebrand fueled by hip-hop, as explained in](https://p19-sign.tiktokcdn-us.com/tos-useast5-p-0068-tx/oMRB58DdAWRbPk0UtkAoAdSR1jEEI2rfnWbeDg~tplv-photomode-video-cover:480:480.jpeg?x-expires=1698159600&x-signature=jFR5uxIYhSGO%2BCfcY%2Bj54H84%2BFM%3D)
Fueled by hip-hop, the Sox ball cap is now a staple of music and
![Chicago White Sox rebrand fueled by hip-hop, as explained in](https://i.ytimg.com/vi/6G87jUA3s4A/hq720.jpg?sqp=-oaymwEhCK4FEIIDSFryq4qpAxMIARUAAAAAGAElAADIQj0AgKJD&rs=AOn4CLDSTuawY5I4VaCeazPWrDA7A_iUPA)
You be the GM! How White Sox fans would fix the White Sox
![Chicago White Sox rebrand fueled by hip-hop, as explained in](https://unofficialathletic.com/wp-content/uploads/2018/09/MLB_whitesox_uniforms2.jpg)
UNOFFICiAL ATHLETIC Chicago White Sox Rebrand
![Chicago White Sox rebrand fueled by hip-hop, as explained in](https://unofficialathletic.com/wp-content/uploads/2018/09/MLB_whitesox_uniforms1.jpg)
UNOFFICiAL ATHLETIC Chicago White Sox Rebrand
![Chicago White Sox rebrand fueled by hip-hop, as explained in](https://images.radio.com/aiu-media/hop-hip-e3f138ac-a4bd-4794-be7b-6aeef61def60.jpg?crop=16:9)
Documentary examines how Hip Hop teamed with White Sox logo
![Chicago White Sox rebrand fueled by hip-hop, as explained in](https://cdn.chatsports.com/cache/76/11/7611e28f261aa3e1ee6c4566c88ce304-original.jpg)
White Sox rebrand fueled by hip-hop
![Chicago White Sox rebrand fueled by hip-hop, as explained in](https://media.nbcsportschicago.com/2023/08/Untitled-1-8.png?fit=1920%2C1080&quality=85&strip=all)
White Sox feature Ice Cube in new trailer for hip-hop documentary