America's Team", a nickname that still sticks in some areas of the country, especially the South. Among other things, in 1976 Turner suggested the nickname "Channel" for pitcher Andy Messersmith and jersey number 17, in order to promote the television station that aired Braves games. Major League Baseball quickly nixed the idea. 1978–1990 After three straight losing seasons, Bobby Cox was hired for his first stint as manager for the 1978 season. He promoted 22-year-old slugger Dale Murphy into the starting lineup. Murphy hit 77 home runs over the next three seasons, but he struggled on defense, unable to adeptly play either catcher or first base. In 1980, Murphy was moved to center field and demonstrated excellent range and throwing ability, while the Braves earned their first winning season since 1974. Cox was fired after the 1981 season and replaced with Joe Torre, under whose leadership the Braves attained their first divisional title since 1969. Strong performances from Bob Horner, Chris Chambliss, pitcher Phil Niekro, and short relief pitcher Gene Garber helped the Braves, but no Brave was more acclaimed than Murphy, who won both a Most Valuable Player and a Gold Glove award. Murphy also won an MVP award the following season, but the Braves began a period of decline that defined the team throughout the 1980s. Murphy, excelling in defense, hitting, and running, was consistently recognized as one of the league's best players, but the Braves averaged only 65 wins per season between 1985 and 1990. Their lowest point came in 1988, when they lost 106 games. The 1986 season saw the return of Bobby Cox as general manager. Also in 1986, the team stopped using their Indian-themed mascot, Chief Noc-A-Homa. 1991–2005: Division dominance From 1991 to 2005 the Braves were one of the most consistently winning teams in baseball. The Braves won a record 14 straight division titles, five National League pennants, and one World Series title in 1995. Bobby Cox returned to the dugout as manager in the middle of the 1990 season, replacing Russ Nixon. The Braves finished the year with the worst record in baseball, at 65–97. They traded Dale Murphy to the Philadelphia Phillies after it was clear he was becoming a less dominant player. Pitching coach Leo Mazzone began developing young pitchers Tom Glavine, Steve Avery, and John Smoltz into future stars. That same year, the Braves used the number one overall