The Origin of the Horn

Fred Gehrke was a Rams halfback who was an art major in college and worked during the offseason as a technical illustrator for aircraft companies in Los Angeles. In early 1948, he had the idea to paint the team’s plain leather helmets blue with yellow ram horns. In those days, helmets sometimes had a stripe or two, but no one had ever thought to put a logo on one.

While this show of creativity seemed obvious to Fred, he had to take a helmet home and paint it for his coach to understand exactly what he was getting on about. ” I took one of those gosh-awful brown leather helmets and painted it blue, then made a free rendering of a ram’s horns in gold. It’s the same thing they have today, except the gold is now white, due to television. The blue-and-gold helmet was much prettier,” said Gehrke

When team owner Dan Reeves saw the helmet, he liked it so much that he offered Gehrke $1 per helmet to paint the rest of the team’s 75 lids over the summer. When the helmets made their debut on the field, the stunned L.A. Coliseum crowd reacted with a five-minute standing ovation. An icon was born.

Often, Gehrke would take helmets home at night to retouch the ram’s horns which suffered chipping damage from player collisions. Eventually, a logo frenzy followed. The Baltimore Colts followed with the second logo–the famous horseshoe. These were the first steps in creating team identities and brand loyalty that could be commercialized to generate income for teams and the league as a whole.

Gehrke died at the age of 83 in 2002.

Remember the L.A. Rams Ode to “Ramming?”

“I learned long ago that if you Ram It just right, you can Ram It all day and Ram It all night”.

If you’re just listening to this song in a strictly audio context, (see sidebar to listen) it might vaguely register in the adolescent portion of your brain that there are some lyrics in “Ram It” that could be considered references to, like, fucking. The question as to whether these references are naive and accidental or wink-and-nudge purposeful eventually evaporates into a damp cloud of mortified discomfort when the visuals are added in. It is one thing to hear Gary Jeter describe his defensive prowess in terms like “I come from the end, lookin’ for the sack/I don’t stop comin’ ’til I put ’em on their back.” It is another, far more bewildering situation to actually see it with his accompanying shimmies and wiggles and scowls.

There are other bits that scan as embarrassing in more bad-showbiz ways. Jim Collins, already dealing with the disappointment of being sidelined with a season-long shoulder injury, delivers his lines with a dissociative, middle-distance stare and a half-hearted shoulder shake. Carl Ekern both looks and sounds like he’s rapping through gritted teeth as he hunch-straddles over a motorcycle. But let’s face it: there are a lot of verses in this song that juxtapose a fondness for Ladies and an enthusiasm for Rammin’ It in a pretty suggestive way. And that’s where the comments section comes in.

Trying to track real-world sentiment through YouTube comments is like trying to follow the news from bathroom graffiti. Suffice it to say that a lot of them are along the lines of “this is gay”—not merely in the teenage “synonym for unmacho corniness” sense but in the belief that “Let’s Ram It,” despite being an actual NFL Officially Licensed Product created in the nauseatingly normative heart of 80s Reagan America, is literally an expression of homosexual desire. I’m not at the proper Kinsey scale point to confirm this in the positive, and I’m not struck with the kind of anxious-hetero Penis Panic that immediately jumps to the negative interpretation. But something seems to be at work here, even with the full assumption that this video was intended as “a little something for the ladies.”

This is because there’s no camp in football. Nope. No thanks. Save your comedic irony or your Tim & Eric weirdness for lower-stakes sports like baseball or basketball, the ones with a modicum of tolerance for absurdists and eccentrics like Bill Lee or Shaq or Ichiro. Under the imperium of The Shield, where punk meant Jim McMahon writing passive-aggressive Pete Rozelle callouts on his unauthorized headband, there is only Pride and Honor and Battle; humor and irreverence seem to be abandoned unless it is somehow accidentally buttfumbled into existence.

The NFL, as it exists at this moment, is an anti-nonconformity machine constructed to make examples out of the Cam Newtons and Ricky Williamses of the world, and the one game that’s least aware of its status as a game. It has leveraged that self-serious attitude to become the single most omnipresent entertainment institution in the entire United States. Our valiant gridiron heroes must never look like anything less than the most constricting, conservative version of True Manhood; if they fuck that up somehow, then that facade has crumbled. One must never let that mask slip, ever.

For some Rams players, participation in the “Let’s Ram It” video wound up defining them more substantially than their actual playing careers. Norwood Vann, who caps off his verse with a hip thrust that would make “Ravishing” Rick Rude stammer, has more Wikipedia verbiage on his “energetic appearance” in the video than on his actual pro career. For others, it’s a goofy footnote, the kind of thing that might get dragged out as a clip if the Hall of Fame induction ceremony ever doubled as a roast. (“Hey Slater, are you actually playing that saxophone?”)

They are all worth saluting: grown men unafraid to look like total goofy ding-dongs, many of them not far removed from historic athletic landmarks or careers that would enshrine them in Canton. This song is silly, yeah. It’s definitely easy to laugh at, even if it means inadvertently laughing with it, too.

And if you’ve sincerely believe there’s no place for this kind of ridiculousness in professional sports? Well, these dudes have a suggestion as to what you can do with it.

Written by: Nate Patrin, Vice Magazine, Feb. 2016

Vintage Cardboard Gems

I recently received these awesome vintage cards in the mail from Mark over at RetroSimba, (Check it out, it’s one of the most important baseball publications out there) and I was curious about the history of these cardboard gems. Here’s a wonderful vignette Mark wrote about those origins:

My boyhood world in the 1960s was Bayonne, N.J., a working-class city of ethnic neighborhoods across the bay from New York City. Depending on what part of town the Catholic church was in, you could hear Masses conducted in Polish, Italian, German, Spanish, English, and, of course, Latin.

Chuck Wepner, the heavyweight prizefighter, operated a liquor store on Broadway. They called him “The Bayonne Bleeder,” because of the pounding he took in the ring. Sylvester Stallone acknowledged Wepner was the model for the “Rocky” movie character. Like the city he came from, “The Bayonne Bleeder” was tough and streetwise. He went 15 rounds with Muhammad Ali. When he worked the champ into a corner, Wepner stepped on his foot so he couldn’t shuffle, then knocked him on his ass.

Around the block from where I lived on 31st Street was Sam Pope’s candy store. Sam and his wife ran the place. She always was nice. Sam always was all business. He wore a wide, white apron and would pass for the twin of actor Vincent Gardenia.

The store was stuffed with stuff, but my attention was on the same items: Comic books, Spaldeens, popsicles, Chuckles candy, gum, and baseball cards.

A pack of baseball cards cost a nickel. I’d dig out a pack near the bottom of the shelf, the theory being that’s where Sam Pope was stashing the ones containing my favorite players. Nothing quite matched the exhilaration of spilling out onto the sidewalk, tearing open the pack, and examining each card, hoping that behind every Washington Senators player or checklist was a Hank Aaron or Roger Maris.

The start of the school year meant the end of the baseball card supply at Sam Pope’s. It felt like another lifetime or two would have to pass before the new sets arrived in spring.

Bring back these uni’s, please.

Then, on a visit to the store one autumn day, a batch of cards appeared on the shelf. What’s this? Football cards? Sweet Jesus. What genius thought of this?

On TV, football players were faceless people in helmets with big numbers on their backs. The football cards brought them to life. So, that’s what Merlin Olsen looks like.

The names and faces captivated the imagination. Is there a more perfect name for an offensive lineman than Tom Mack? On his football card, he looked as solid as the truck, too. A quarterback with the name of both a gladiator and an archangel? There he is–Roman Gabriel, looking the part.

I saved my baseball and football cards, adding more over the years. They accompanied me on every journey from childhood to adulthood.

Now, I like to give them to others to enjoy. Some go to a school in Indiantown. Others delight sons of friends or kids in my Florida neighborhood. And a few have found their way to a Rams blogger, a young talent with an old soul.