# Cultural Basketball Rebranding The 'We the North' Campaign Focuses on Toronto By Vasiliki Marapas | Published 2014-09-11 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/we-the-north References: [strategyonline](http://strategyonline.ca/2014/04/17/raptors-tease-new-branding/) & [youtube](https://www.youtube.com/watch?v=I9xnS9EJmRU) To celebrate the fact that they are in the NBA playoffs for the first time in six years, the [Toronto Raptors](https://www.trendhunter.com/trends/draught-draft) have launched 'We the North,' the first campaign of its rebranding efforts, which will be gradually introduced over the course of the next 18 months. The 60-second spot attempts to rebrand not only the team, but reconstruct how Canada, and more specifically, Toronto, is perceived by NBA fans. The fact that the Toronto Raptors are the only NBA team in Canada has earned them a label of being outsiders. However, they willingly embrace this epithet in the commercial, turning a negative into a positive. Senior director of communications at [Maple Leaf Sports](https://www.trendhunter.com/trends/look-for-the-leaf) and Entertainment Dave Haggith predicts this will be one of the team's biggest campaigns to date. He explains, “We are standing alone against the rest of the league and we have a proud and passionate fan base.” The first commercial will air on [Sportsnet](https://www.trendhunter.com/trends/breakfast-bar1) and TSA throughout the playoffs. ## Trend Insights (Trend Hunter) - Score: 1.8/10 - Popularity: 9% | Activity: 38% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Sports](https://www.trendhunter.com/sports) ## Key Themes ### What Makes This Trend Stand Out - **Cultural Rebranding:** Disruptive innovation opportunity: Explore new and unique ways to redefine cultural perception through branding efforts. - **Sports Marketing:** Disruptive innovation opportunity: Utilize creative marketing strategies to transform the perception of sports teams and engage passionate fan bases. - **Regional Identity:** Disruptive innovation opportunity: Embrace and celebrate a team's regional identity to create a stronger connection with local communities and defy traditional labels. ### Sectors Adopting This - **Advertising:** Disruptive innovation opportunity: Develop innovative advertising campaigns that challenge stereotypes and reshape perceptions. - **Sports:** Disruptive innovation opportunity: Integrate unique marketing strategies and branding initiatives to create a stronger fan base and enhance the overall sports experience. - **Entertainment:** Disruptive innovation opportunity: Collaborate with sports franchises to create engaging and impactful entertainment experiences that shift societal perspectives. ## Related on Trend Hunter - [Beer-Branded Basketball Experiences](https://www.trendhunter.com/trends/draught-draft.md) - [Jewelry Brand-Supported Basketball Teams](https://www.trendhunter.com/trends/peoples-jewellers1.md) - [Collaborative Women's Basketball Initiatives](https://www.trendhunter.com/trends/wnba-toronto.md) - [Athlete-Starring Film Ads](https://www.trendhunter.com/trends/jurassic-park-themed-1.md) - [Car-Branded Basketball Giveaways](https://www.trendhunter.com/trends/canada-basketball-turo.md) - [Basketball Culture-Inspired Campaigns](https://www.trendhunter.com/trends/let-them-talk.md) - [Raptors Basketball Campaigns](https://www.trendhunter.com/trends/gradey-dick.md) - [Gen Z Basketball Campaigns](https://www.trendhunter.com/trends/rivalry-1.md) - [Brand-Backed Basketball Court Restorations](https://www.trendhunter.com/trends/reebok-canada.md)