Facing a cultural shift in basketball and aiming to connect with a new generation of fans, the Spurs underwent a transformative brand refresh that redefined its connection to culture and ubiquity in the NBA.

This evolution leveraged the franchise’s deep cultural influence and global appeal to expand storytelling, strengthen core assets, and reshape marketing strategy. With a focus on engaging a younger, more progressive audience, the refresh integrated passion for both sport and lifestyle, broadening the brand’s capacity for content, entertainment, and product innovation. Moving beyond the notion that success is solely defined by on-court performance, the new identity emphasized the 23 hours and 12 minutes outside of the game.

Scaled across OOH, social media, merchandise, TV spots, and in-arena experiences, capturing the spirit of Spurs fandom and reinforcing the legacy of the NBA’s original black-and-white franchise.