Warriors energized by Oracle crowd’s fashion statement

OAKLAND - They notice. When 19,596 fans wearing identical shirts stand and cheer, the Warriors players notice.

During tonight's NBA Finals game against the Cleveland Cavaliers, those Golden State fans will be wearing bright yellow shirts emblazoned with: “All Gold Everything.”

The shirts, welcoming every ticket holder to their seat during the playoffs, are an effort by Warriors marketing gurus to galvanize the crowd and give the team an extra boost.

They welcome the extra energy for Game 5 when the Warriors, leading the series 3-1, could win the championship after missing their first opportunity in Cleveland on Friday.

“It's a gold wave or a white wave. It makes it feel cohesive,” said Brett Sandquist, a season ticket holder from Sonoma who has a growing collection of the giveaway shirts. “When they give those out, you feel like the place is elevated. It's pretty amazing. It's great energy. I think the players feed off it.”

They do.

“Oh yeah, we definitely notice it,” said guard Ian Clark, a second-year Warrior. “You probably notice it more when you make a big shot and everyone stands up. It's a great feeling when you come in and see that.”

It's not an inexpensive giveaway, but it is among the favorites for fans.

“We do the thundersticks. We've done the sleeves,” said Lisa Goodwin, Warriors director of corporate communications. “That get fans excited. But the T-shirts are a big thing.”

During the regular season, the Warriors occasionally handed out blue or white shirts. In the previous playoff rounds, fans have received shirts with other sayings: “Defend our ground,” “Waaarriorrrrsss,” and “Dubs stand up.”

For the Finals, it's “All gold everything.” As in first place. As in gold medal. As in championship.

“It's just to give our fans something different,” Godwin said. “We think we have the best fans. They love it.”

The shirt sayings stem from an idea coach Steve Kerr brought to the team about working together. Typically, marketing ideas come from the business side of the building, not the locker room. But this one worked.

“He wanted to use ‘strength in numbers,'” Goodwin said. “We've been using it ever since.”

Fans love it.

Walking into Oracle, the all-yellow seats scream unity. Fans snap up shirts left on their seats - and occasionally there are stories about someone taking an extra one or two.

For longtime season ticket holders, the shirts become mementoes of emotional experiences with their team.

Aaron Krug, general manager of the Best Western Dry Creek Inn in Healdsburg, has a growing collection. He goes to the games with his dad, a season-ticket holder.

“I'd say I have at least two dozen, he said. “And that's giving a lot away.”

The shirts add to the dynamic atmosphere at Oracle, where it gets so raucous fans call it “Roaracle.”

“When you see it on TV it's pretty cool,” Krug said. “It's a feeling that everyone is banning together. Everyone is so loud.”

If fans don't put them on, they may be gently shamed on the big screen, Sandquist said.

“About 30 minutes before the game, the Jumbotron will pan the camera around and say put your shirt on. If someone is not wearing it, a friend will nudge you,” he said.

Krug said he doesn't wear his shirts much outside the games, keeping them mainly for his collection. But he will share them with certain people.

“Family or friends who are diehard fans - not every Tom, Dick or Harry gets one,” he joked.

Sandquist, too, gets asked if he has extras. A bartender at Townsquare in Sonoma, he gives them away sometimes.

“They're cool. But you can only have so many,” he said.

He said he has at least 15 shirts, having had season tickets for the past three years - each year the Warriors have gone to the Finals.

“And I've probably given away 12 or 13 of them. Others are negotiable,” he said. “If somebody is a fan and don't have opportunity to go, I'll give them one.”

Or he may barter with someone.

“Last time I left my keys in car, I told the guy I was going to the Warriors game and he says ‘Oh, can you get me a shirt?' I came back and gave him one. He wouldn't take money for getting my keys.”

Players said the shirts definitely add to the feeling of unity between fans and the team.

“It's just the energy, not only in the arena but around the city,” said Matt Barnes, who was part of the “We Believe” Warriors in 2007 and was re-signed this year when Kevin Durant was sidelined with a knee injury.

“You see it that second you step out of your house and your neighbors are greeting you. Or you drive down the freeway and people are almost crashing into you to wave, and people are all excited at the gas station,” he said. “There's an electricity that's around this city that's special.”

Lori A. Carter can be reached at 707-521-5470 or via email at lori.carter@pressdemocrat.com. Follow her on Twitter @loricarter.