Minnesota Timberwolves: The Timberwolves launch a #NewEra

Minnesota Timberwolves, an American professional basketball team, introduced its new era of basketball and encouraged fan support by revealing a new logo exclusively at its last game of the season.

Campaign details

Brand: Minnesota TimberwolvesAgency: Olson Engage

The Challenge

After 14 straight playoff-free seasons, Minnesota Timberwolves fans had begun to lose hope, becoming among sports' most cynical fan bases. Heading into the 2017-2018 season, the team understood that reversing that trend would require convincing fans a transformation was underway.

In that spirit, team leadership set out to introduce a 'New Era' of Timberwolves basketball through major changes on and off the court. The first step? A reinvented brand identity representing the team's heritage, promising future and elements of civic and state pride.

  • Objective One: Ensure the announcement...

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