The Nets on Monday unveiled their new marketing campaign for the 2015-16 season, a campaign that is dominated not by the players, but by the team's fans.
"Represent Brooklyn" features images and video of the team's fans, dressed in Nets gear, along with visuals of iconic Brooklyn landmarks, from Grand Army Plaza in Prospect Park to Barclays Center. There are as many images, if not more, of fans than the team's players. Among the players seen in the campaign video are starters Joe Johnson, Brook Lopez and Jarrett Jack along with some of the team's younger players, including Sergey Karasev, Rondae Hollis-Jefferson and Markel Brown.
It's a bit of a departure from previous campaigns that featured the team's players more. "Hello Brooklyn", its enormously successful campaign to introduce the team to the borough, included billboards with the images of players like Joe Johnson, Deron WIlliams and Brook Lopez. Two years ago, after the now ill-fated Boston trade, was message was "Are You Ready?" and focused on the addition of Kevin Garnett and Paul Pierce, both of whom are now gone. Last season, Garnett was also the focus of the "We are Brooklyn" campaign.
Now, perhaps because of the roster overhaul, it's all about the fans. Back in August, fans were invited to Barclays Center to get their pictures taken for the campaign. Hundreds did and many are featured. There's a healthy representation of Brooklyn Brigade members and their families. At least one of those fans is pleased with the campaign.
The campaign is expected to be multi-channel, meaning it will be seen on television, radio, billboards and online.