Bobcats Launch New Brand Identity Campaign – “TougherFasterStronger”
Online, Radio and Billboard Advertisements to Begin Appearing Today
Charlotte, NC Sept. 24, 2012 – Bobcats Sports & Entertainment President & Chief Operating Officer Fred Whitfield today unveiled “TougherFasterStronger” as the team’s advertising campaign for the 2012-13 season. Produced internally by the team’s marketing and creative group, the campaign puts an emphasis on the hard work, up-tempo play and overall development that are keys to the philosophy of new Bobcats Head Coach Mike Dunlap.
“This is an exciting time as we prepare for the upcoming season,” said Whitfield. “From his first day on the job, Coach Dunlap’s intensity, energy and commitment have inspired not only the players but our entire organization. With that, it is only natural that we would follow his lead with this campaign.”
The campaign features the words “TougherFasterStronger” in italics, along with images of the team’s new colors, logos and young core of players including Gerald Henderson, Kemba Walker, Bismack Biyombo and 2012 NBA Draft pick Michael Kidd-Gilchrist. Advertising elements debuting today include online spots on bobcats.com, radio and outdoor billboards around the city. Additional print, digital, television and grassroots marketing activations will appear later this fall. Merchandise will also be available in the Bobcats Team Store.
Each of the three words highlighted in the slogan “TougherFasterStronger” holds a unique significance. “Tougher” meaning strong and durable, not easily broken, capable of great endurance; “Faster” symbolizing the ability to move, operate and function with quickness; and “Stronger” representing the ability to exert great body, mind and power.
“TougherFasterStronger” is the evolutionary follow-up to the Prepare Today Own Tomorrow campaign that began in 2011. The slogan is meant to convey an exciting brand of basketball that fans can expect to see this season as the Bobcats begin a new chapter in their history.