He sports a side-of-the-mouth snarl, nicks in his right ear, fiery eyes and a menacing spiked collar.
The face of the El Paso Chihuahuas, the newest team in the Triple-A Pacific Coast League, “Chico” is the creation of Brandiose, a San Diego design firm owned by longtime friends Jason Klein and Casey White.
“He’s been in a few alleys in his time, and sometimes he’s even come out on the positive side of a fight,” explains Klein. He and White got their inspiration for Chico by asking themselves, “What would the Oakland Raiders look like if they were a minor league baseball team and their name was the Chihuahuas?”
The product of a “Name the Team” contest, Chihuahuas was chosen to reflect the scrappy spirit and fierce loyalty for which El Pasoans are known, as well as the surrounding Chihuahuan Desert. From these elements, Brandiose then created the team’s colors and a marketable family of logos to appeal to kids and families, including Chico swinging a bone bat, crossed (and gnawed on) dog bones below a chewed baseball, and Chico’s signature fierce face.
The team takes its “canine culture” seriously.
The four-level pavilion in right field is the Big Dog House, and the open-air top level is the Wooftop. The game program is called “The Paw Print,” fans park in the Barking Lot and among the concession items are nachos served in a dog bowl. Among their social media hashtags is #FearTheEars, which has also become a hand signal.
The first of two “Bark in the Park” nights, during which accompanied dogs were welcome in two reserved sections of Southwest University Park, attracted more than 300 pooches of all sizes.
Brandiose’s brainchild now is known worldwide. Before the season’s first pitch, orders for Chihuahua merchandise came in from all 50 states and eight countries, and sales have remained strong.
Chico now has many amigos.