In a city where basketball usually dominates the spotlight, one coach is reshaping the future of baseball—by making sure Black athletes are seen, supported, and set up to succeed. Meet Coach Earnest Horton, affectionately known as “Coach E,” the founder of Black Baseball Media, a former Division I college player, and a force for change in youth sports.
For the past 14 years, Coach E has poured his energy into developing talent, building character, and giving back to the game that gave him so much.
Black Baseball Media: A Movement
What started in Chicago has grown into a national platform redefining what exposure looks like in baseball. Black Baseball Media (BBM) was born from a simple but powerful idea: if Black players aren’t being recruited, scouted, or given the same opportunities, then let’s create a stage so big they can’t be ignored.
BBM’s Core Offerings:
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Free Training & Development for inner-city youth in Chicago
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Marquee Showcase Events like the:
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Chicago High School Baseball Classic (“The Super Bowl of High School Baseball”)
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San Diego High School Classic
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Motor City Classic in Detroit
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College Exposure Pipelines for players who wouldn’t otherwise have access
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Community-Driven Experiences: DJs, block-party atmospheres, and thousands of attendees that make baseball feel like a cultural event
How It Started: Going D1
Coach E grew up playing ball at Hyde Park High School on the South Side of Chicago and later earned a D1 baseball scholarship to the University of Arkansas–Pine Bluff. After four years in the SWAC, he knew his future wasn’t in pro ball, but it would always be in the game.
His coaching journey began the moment he hung up his cleats. And it’s been full throttle ever since.
Real Impact, Real Kids, Real Outcomes
Coach E can’t walk through a tournament without running into a former player. Some are now on full scholarships. Some are walk-ons who earned their way into the lineup. Others are back home coaching the next generation. Ask around and you’ll hear the stories—kids who were once overlooked, underdeveloped, or doubted, now thriving at the college level and beyond.
These are the result of reps, real talk, and the kind of structure most athletes never get. Coach E built BBM to be bigger than a training program. It has become a launchpad for kids who just need someone to believe in them before they believe in themselves.
And the results speak for themselves. From JUCO standouts to D1 commitments, BBM athletes keep showing up, showing out, and proving that with the right foundation, anything’s possible.
Enter SQAIRZ: The Cleat Coach E Trusts
Coach E is about what works. So when he discovered SQAIRZ cleats, it wasn’t long before his pitchers were wearing them. And keeping them.
“It’s the first baseball cleat I’d call truly performance-based. Other cleats feel like a transaction. This feels like a tool.“
— Coach E
What Coach E and His Players Noticed with SQAIRZ:
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More leg drive off the mound for pitchers
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Improved stability on push-off and landing
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Better traction for defensive movement and base running
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Fewer foot issues and cleat breakdowns mid-season
Even his players noticed the difference. One refused to pitch without them and once went home mid-practice just to grab his pair.
“Everything starts with your feet. If you don’t have stability and support down there, you’re asking to get hurt.”
— Coach E
Why SQAIRZ Works:
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Roomier Toe Box = More surface area, more balance, and fewer foot cramps
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Smart Traction Outsole = Grip that moves with you, not against you
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Durability Tested = Coaches care about how long cleats last—SQAIRZ passes the test
More Than Baseball: Life Lessons That Last
When you coach with heart, the game becomes a vessel, not the destination. For Coach E, baseball is a classroom.
“If you’re going to make a mistake, make it going 100%.”
His biggest hope? That the kids who pass through BBM take what they’ve learned—work ethic, focus, accountability and use it to build better lives. Whether that’s in a college dugout or a boardroom doesn’t matter. What matters is that they leave prepared.
Looking Ahead: What’s Next for BBM
Now in year six, Black Baseball Media is scaling. More cities. More events. More exposure. BBM has partnered with MLB teams like the White Sox, Cubs, and Tigers to bring baseball back to communities that need it most.
And as Coach E puts it:
“This is impact first.”
Where to Find Them
Follow their journey, support their mission, or refer a player who needs to be seen:
Website: blackbaseballmedia.com
Instagram: @blackbaseballmedia
Final Word
In a sport that sometimes forgets where its roots are planted, Coach E is rebuilding the foundation—one cleat, one kid, and one classic at a time. And with SQAIRZ on their feet, that foundation has never been stronger.