ST. LOUIS There's suspense with the stache.
Coach Jeff Fisher's arrival has brought optimism to the St. Louis Rams after the franchise's woeful 15-65 record over the last five years. Now fans will be treated to a trinket to commemorate the 17-year head-coaching veteran's start in the Gateway City.
On Sept. 16, fans who purchase a discounted ticket to the Rams' Week 2 matchup against the Washington Redskins at the Edward Jones Dome will receive a "Coach Fisher Stache" to complete their game-day experience as part of the "Stache Bash." There's also historical incentive involved: The promotion is part of an effort to break the Guinness world record of 227 false mustaches worn in one place, according to Brian Killingsworth, the Rams' vice president of marketing and brand strategy.
"We're really pumped about it," said Killingsworth, who initiated the idea with the help of his marketing team. "It has got a lot of traction locally and nationally. It was something we were excited about doing with Coach Fisher. With all the excitement and buzz surrounding his first year here, it is something that has really captivated the city. It's something we wanted to do to kickoff his tenure here."
Already, the "Coach Fisher Stache" has fastened itself to famous faces. WWE star John Cena received one, in addition to country music icon Toby Keith and the country music band Rascal Flatts. Local and national media personalities have been introduced to the small facial accessory as well.
Will the whiskers work magic? There's plenty of heavy lifting to be done to make the Rams a contender again, but Fisher has brought credibility to the rebuilding effort.
His stache never will be far behind.
"Knowing how he's got a fun-loving personality and he's innovative in his approach as well we approached him on the idea," Killingsworth said of Fisher. "And he was all for it."