One of the newer owners in the NBA is Steve Ballmer, who bought the Los Angeles Clippers back in 2014. When he purchased the team, there were a lot of discussions about changes that could be made to move the team away from what was a dark time under Donald Sterling.
Everything was on the table. Relocation and a name change was considered, as were updating the logo and colors of the franchise. Through feedback received from focus groups and surveys, Ballmer quickly learned people were against changes being made.
“The focus groups are advisory, not definitive,” Ballmer told ESPN. “But I still listen to them, and I have heard, partially to my surprise, that there is no interest in a name change. I had thought about [the name] years ago, before I got the team, but we heard similar reactions back then.”
In 2014, the Clippers underwent some changes with Ballmer taking over, as their logo changed to the stacked LAC we know today. However, with a new stadium opening up next season, a rebrand has been announced.
The Clippers are looking to continue the growth they have seen to this point with Ballmer as the owner. They have reportedly doubled their fan base in that time and are looking to double it again soon.
A big reason for the Clippere becoming more popular is their success on the court. The Chris Paul and Blake Griffin era moved right into the Kawhi Leonard and Paul George era.
While an NBA Championship has still eluded the Clippers, they have been perennial contenders. After being a laughingstock for so long, they are now one of the more consistent franchises in the NBA and made the Western Conference Finals for the first time in franchise history in 2021.
The changes made are the franchise leaning into their nickname. Their new logo includes a ship that looks like it is sailing right at you. It is supposed to represent the concept of moving forward.
“People said this a hundred times: ‘This team has direction now,'” president of business operations for the Clippers and the new Inuit Dome, Gillian Zucker said. “They said it over and over.”
In addition to the new logo and arena, the Clippers will be donning some new threads as well. They are leaning into navy blue with their new concept while keeping the red and white they have been known for since their inception. It has resulted in some nice new jersey kits for the franchise.
The Clippers are now another step removed from their sordid history, moving forward once again. That is what this rebrand is all about and it looks to be a home run effort by Ballmer and everyone involved in the process.
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