On Monday, March 10, the Albuquerque Isotopes announced five promotional games for the 2025 season as part of an upcoming “City Roots” series. The new alternate identity features designs by Rebecca Zook, the Isotopes’ manager for digital and social media marketing, with a Zia sun symbol in a “505” emblem and a stylized “Duke City” logo.
"We are thrilled to announce the City Roots identity, which ties in the history and culture of our community," Isotopes General Manager John Traub said in a news release. "A big thank you to our staff and community for their creativity and making the City Roots identity genuine to the 505. It has always been important for us to engage and embrace the Albuquerque communities in the most authentic ways possible, and we believe the fans will take great pride in the City Roots identity."
At a release announcement event for the City Roots series, Community Relations Director Michelle Montoya thanked the Zia Pueblo for granting the Isotopes permission to use the Zia symbol on promotional materials, merchandise and uniforms for the team during City Roots games.
“Albuquerque, New Mexico, affectionately known as the Duke City, represents the cultural heart of the Southwest, the blending history and community pride, and in long-lasting connection to our past,” Montoya said.
The name, she said, is “uniquely Albuquerque,” and the identity is designed to celebrate the city’s culture and community pride.
The “Duke City” nickname recalls a previous era of Albuquerque baseball, when the Albuquerque Dukes called the city home from 1915-2000, according to Minor League Baseball.
The “505” logo refers to the area code for the central and northwest regions of New Mexico that was once the state’s sole area code before it split territory with 575 in 2007.
City Roots joins two other existing alternate identities for the Isotopes: the Green Chile Cheeseburgers and the Mariachis de Nuevo México, which were introduced in 2017 and 2018 respectively. Both will still be worn during future games — six with the Mariachis this season, and one with the Cheeseburgers.
Promotions for the City Roots series include three fireworks dates, three giveaways and three live concerts by New Mexican artists. Al Hurricane Jr., an Albuquerque native, will return to Isotopes Park and Vibestrong — a reggae band with members from across New Mexico — will perform there for the first time. The third musical performance has yet to be announced.
The City Roots reveal also included a look inside the newly renovated proshop at Isotopes Park, which features a more open floor plan and new locations for the registers that aim to make the space feel less cramped during packed games.
More information on the City Roots identity and promotional series can be found on the Albuquerque Isotopes website. The Isotopes’ first home game of the season is set for April 1 at Isotopes Park against the Salt Lake Bees.
Elliott Wood is a beat reporter and photographer for the Daily Lobo. They can be reached at sports@dailylobo.com or on X @dailylobo
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