The San Antonio Spurs are celebrating the Hispanic heritage that’s so deeply ingrained in their city’s culture with not only a theme night, but a huge merch line consisting of 22 different apparel items. The team dubbed the apparel line, which is called La Cultura, a “love letter to the culture that San Antonians call home.”

NEW MERCH ALERT! ?

Coming soon: La Cultura, a limited-edition apparel line in celebration of our Hispanic Heritage Night on Oct. 26.

➡️ https://t.co/DQmXdExBMc pic.twitter.com/Vt5sOYHali

— San Antonio Spurs (@spurs) October 16, 2019

It will debut on Oct. 26 when the team faces off against the Washington Wizards for Hispanic Heritage Night. Fans in attendance can purchase items like T-shirts, hats, sweatshirts and more. Each piece’s design was “inspired by the unique colors, patterns and textures of the city,” according to a press release.

Spurs fans who can’t make it to the Oct. 26 game can buy La Cultura gear online starting the next day.

This is really a high water mark for how to pull off an event promotion like this, especially in a city like San Antonio. It’s much more special than one night where fans get a one-size-fits-all T-shirt or jersey that pigeonholes one particular nationality. It’s even worse if you celebrate it on a day where the city violently forced people from their homes to build the ballpark.

By giving fans the choice of sizes, designs and apparel categories, the Spurs have made it much more likely they’ll buy something and wear it for a long time. Sports fans are proud of their city. People are proud of their ancestral culture. This perfectly balances the two in a respectful and, frankly, very stylish way. It’s not ham-handed or gaudy at all, like some of these theme lines can tend to be, and it balances that line between celebration of fans’ culture without veering into tokenism for the sake of appearing to care about a fan base that might otherwise be marginalized or underrepresented.

After all, sports franchises are a business. Businesses need to have identities that people want to feel good about if they’re going to do business with them. With this line, the Spurs are giving fans both in San Antonio and around the world a reason to cheer.