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In nearly 30 years as a franchise, the Timberwolves have had more coaching changes (13) than playoff appearances (8). Add in a history of selling false hope in their marketing efforts, and you have apathy, at best. Put simply, the Wolves needed to find a way to inspire everybody – both inside the organization and out – to adopt a new, shared mindset. And journey forward, together.
To coincide with the team’s new logo, new uniforms and newly reimagined arena, design and launch a fresh, surprising Wolves brand based on a new attitude. One that defines who we are as Minnesotans, reminds us to keep our heads up, and invites the world outside to start paying attention.
• Most successful brand launch in team history.• Home game sales up 20% over last year.• Pro shop merchandise selling out at record pace.• The Wolves now have the largest social media following of any Minnesota pro sports franchise.• After years of apathy, “All Eyes North” has sparked a new sense of belonging – and pride – within the organization itself.