The Chicago Cubs have always encouraged fans to embrace the tradition of the team, but one tradition that has been around for decades has seen a massive surge in popularity over the past two seasons at Wrigley Field.

That tradition is the flying of the white “W” flag, which has been done to indicate Cubs victories since the 1930’s.

In more recent times, fans have been encouraged to #FlyTheW by the team itself, and sales for the items have been brisk as the Cubs have won more and more games.

Source: Fly the W: The Story Behind the Cubs’ W Flag | NBC Chicago