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.