When the NFL announced earlier this year that the St. Louis Rams would be bailing on The Gateway City and heading to L.A., Angelenos gained a ninth major league professional sports team. Missourians, on the other hand, have two: the Cardinals and Blues. Now, the L.A.-based clothing brand Popular Demand is adding some coarse Maldon Sea Salt flakes to the wound with a cheeky billboard celebrating the Rams’ West Coast homecoming:
Our latest billboard is now up! Los Angeles Ram’s stars Todd Gurley, Trumaine Johnson, Tavon Austin are all homies, so what better way to welcome the guys than a billboard in the middle of the busiest intersection in Hollywood? Over a million people will drive past this billboard and now they know how we’re feeling about the Rams big move. I can’t imagine St. Louis is going to be too happy with this one, but we love our city. #NoApologies #BlakeRicciardiTakeover #PopularDemand
Although the sign—located at the corner of Highland and Franklin Avenues—has no affiliation with the Rams franchise, Popular Demand’s Instagram post specifically welcomed their “homies,” Rams players Todd Gurley, Trumaine Johnson, and Tavon Austin, to L.A.
The billboard certainly falls in line with the company’s brand, which prides itself on being “bold, loud, and unapologetic.” (Hence the #NoApologies hashtag.) In November 2015, Popular Demand commanded attention with their first-ever billboard, which featured Ty Dolla $ign surrounded by topless models.
Company founder and CEO Blake Ricciardi captioned this latest photo, acknowledging that the advertisement may not go over too well in Missouri. “I can’t imagine St. Louis is going to be too happy with this one, but we love our city.”
Needless to say, the the company got some serious backlash on social media. But look on the bright side, St. Louis: You’ve still got Nelly and the St. Lunatics.
— Eryn (@Eryn_NotErin) March 28, 2016
This will be taken down after the Lambs go 2-14 and you will all hang your heads in shame. Ps your clothes are ugly https://t.co/32JcJN8fWj
— • (@icumwhenucry) March 28, 2016
After 3 years of finishing 7-9 or worse, you'll forget they're even in LA https://t.co/vQu92OG2wE
— IHOb (International House of bri) (@BMJaco_) March 28, 2016
— αℓєχ єѕѕєηтιαℓℓу (@AlexEssentially) March 28, 2016
@PopularDemand My cats excrement has more class and originality than you guys. What an embarrassment you guys are. Fake & moronic "Fanbase"
— Ryan Hoppe (@ryanhopperadio) March 28, 2016