Day Trippers

The White Sox are known for their wacky promotions. This year they've come up with something new--winning

How'd this happen? How does a franchise, pennantless for 45 years, having survived scandal (1919 Black Sox), explosions (scoreboard, Disco Demolition) and horrendous uniforms (collars? shorts??), suddenly become the best team in baseball? How does a club with fewer hits than the Royals manage to lead in a record 37 games to start 2005 and reign atop the American League Central every day this season? No, the White Sox don't blow you away. They could become the first team with baseball's best record and no .300-hitting regular since the 1983 Sox&mdashwho, by the way, took their division by 20 games. The current Sox have won nearly 70% of their one-run contests, something only 13 teams have ever done over a full season. That exclusive list includes the 1959 White Sox, Chicago's most recent pennant-winner. Like those Go-Go Sox, these Sox scratch and claw, don't give in, never give up. Somehow in the end, closer Dustin Hermanson is on the hill and, as AC/DC's Brian Johnson screams during pregame intros, "You've been … Thunderstruck!"

Actually, light shows and spectacle have been the club's MO for decades. Throughout the years, win or mostly lose, the Sox have entertained their long-suffering fans with innovative promotions, many emanating from the fertile mind of the late Bill Veeck, team owner from 1959 to 1961 and again from 1976 to 1980. Though old Comiskey Park was long ago reduced to rubble, Veeck's exploding scoreboard, bleacher shower and postgame fireworks remain staples at new Comiskey, a.k.a. U.S. Cellular Field, a.k.a. The Cell. In the 21st century, Elvis Night has become a sacred tradition, and Dog Day is a hit with four-legged fans. This year, the Sox are introducing a go-kart Grand Prix for fans and celebrating the 40th anniversary of the day John, Paul, George and Ringo rocked old Comiskey. Yes, the circus atmosphere endures on the South Side of Chicago. Only the team is no longer a sideshow.

So how'd this happen? Paul Konerko credits the pitching. "That's the key at every level from Little League on up," says the first baseman. Sounds logical, especially because Mark Buehrle, Jon Garland and Freddy Garcia make the Sox the only team in the AL with three double-digit winners. But then Buehrle throws a curve: "I keep telling people it's because of Scott Podsednik. He bunts, steals, distracts the pitcher, and next thing you know, we have a big inning." In fact, through July 30 the Sox were 32&mdash11 when their leadoff man scored a run. Podsednik himself offers another explanation, that ever-elusive concept called chemistry. "Everyone pulls for one another," he says. As for Garland, he credits frenetic manager Ozzie Guillen: "I think we'd be having fun even if we weren't doing this well."

But they're doing well, which Guillen attributes to a fundamental change in philosophy, from power to pitching, speed and defense. After the Sox finished second to Minnesota for the third straight time last season, GM Ken Williams jettisoned Carlos Lee, Magglio Ordoñez, Jose Valentin and Sandy Alomar, and imported Podsednik, Hermanson, A.J. Pierzynski, Tadahito Iguchi, Jermaine Dye and Orlando Hernandez. "If this didn't work," Guillen says, "I had a good chance to get fired. Me and the GM. But I think I know what you need to win."

Sox fans call it Ozzie Ball. Ozzie prefers to call it Smart Ball. "Last year we had good ballplayers," he says. "Now we have a good ball club." The Sox lead the majors in stolen bases and sacrifice flies, top the AL in ERA and saves and rank fourth in double plays and fewest errors. They're also on pace to have one of the top four attendance marks in team history.

Turns out winning is the best promotion of all.

BEATLEMANIA?
On Aug. 20, the White Sox will celebrate the day, exactly 40 years ago, when the Fab Four played two shows at old Comiskey Park. So, who's a Beatles fan? "I listen to R&B," says Jermaine Dye (juggling). "I don't understand the music," says Tadahito Iguchi (holding bat). Juan Uribe's interpreter, Ozzie Guillen Jr., claims the shortstop (center, standing) isn't familiar with the Beatles. Huh? "I even brought in a picture, but he has no idea who they are." Time to bring in a pitcher, Cliff Politte (stretching). "I like them," he says. "I'll even be Ringo." Now that's a good setup man.

CHANCE OF SHOWERS
The Sox haven't won a pennant since '59, but there's no drought in the bleachers, where Bill Veeck's famous shower&mdashand a squirt-gun ambush&mdashcool off hot hitter Aaron Rowand. "I got my daddy, I got my daddy," 4-year-old Tatum (right foreground) shouts with glee. But before long, Rowand gets his hands on a water cannon and returns fire. "How come they didn't have these when I was a kid?" he asks. "I could do some damage with this." Just like at the plate, he scores hit after hit.

SENIOR MOMENT
Once each season, the White Sox put a spin on Old-Timers' Day. While other teams let kids run the bases, seniors rule here. Batterymates Jon Garland and A.J. Pierzynski guide a strolling group that includes Sox greats (below, right to left) Minnie Minoso, Billy Pierce and Bill Melton and great Sox fan Kay Sweeney (right). "My dad snuck out of school to see the Black Sox trial," she says. "The saddest part is he died in 1958." That's a year before Pierce pitched in the Series. What happens if the Sox make it back this October? The 72-year-old Sweeney will come running.

BEST FRIENDS
On the annual Dog Day, it's one pooch per customer. But to keep a leash on the AL Central, the Sox must embrace the many dog days of summer. Good thing they have Paul Konerko batting cleanup. That's 2-year-old Maggie, one of his two Labs, on the far right. After seven seasons in Chicago and one disastrous playoff series, Konerko's goal for the 2005 Sox is clear: Best in Show.

POLE POSITION
Scott Podsednik (left) and Mark Buehrle test drive the go-karts that fans will race in the Sox Grand Prix on Aug. 6. Good call: Podsednik has almost single-handedly turned the Slo-Mo Sox into the new Go-Go Sox. His blazing speed rattles many pitchers, but not Buehrle, who's pretty quick himself. His games end 17 minutes faster than the AL average, maybe because he's gone at least six innings in 49 straight starts. And he's good at steering: when Podsednik was a finalist for the last AL All-Star spot, Buehrle twice took to the mike at The Cell to encourage Sox fans to, in the great Chicago tradition, vote early and often. It worked. Why'd Buehrle go out of his way? He'd never want to hold a buddy back.

KING OF THE HILL
Dustin Hermanson gets a jump on Elvis Night (Aug. 5). After former closer Shingo Takatsu left Sox fans all shook up early this season, setup man Hermanson donned the cape and has blown only one save in 25 chances. For that, South Siders can only say, Thank you, thank you very much.

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