Editing Toronto Raptors (section)

===="We The North" re-branding====
[[File:Nets vs Raptors Game 2 2014 playoffs.jpg|thumb|Toronto-based hip-hop musician [[Drake (musician)|Drake]] stands courtside during the first round of the [[2014 NBA playoffs|2014 playoffs]]. Drake was named the "global ambassador" for the Raptors in September 2013.]]
In the lead-up to the team's 20th anniversary season in 2015 and its hosting of the [[2016 NBA All-Star Game|2016 All-Star Game]], the Raptors began the process of re-branding itself. On September 30, 2013, Toronto-based rapper [[Drake (musician)|Drake]] was announced as the new "global ambassador" for the Toronto Raptors, thereby joining the executive committee of his hometown's NBA team.<ref>{{cite news|url=https://www.theglobeandmail.com/sports/basketball/raptors-sign-rap-star-drake-to-add-flash-promote-all-star-game/article14597789/|title=Raptors sign rap star Drake to add flash, promote all-star game|work=The Globe and Mail|access-date=September 30, 2013|date=September 30, 2013|archive-date=October 2, 2013|archive-url=https://web.archive.org/web/20131002052720/http://www.theglobeandmail.com/sports/basketball/raptors-sign-rap-star-drake-to-add-flash-promote-all-star-game/article14597789/|url-status=live}}</ref> In April 2014, the Raptors unveiled a new imaging campaign developed by the agency [[Sid Lee]], "We The North", built around a [[manifesto]] that was meant to embrace the team's trait of being an "outsider" from the "north side", and the accompanying feelings of players and fans.<ref name=gandm-wethenorth/>

The "We The North" campaign was originally to be launched during the 2015–16 season; however, the launch was hastened so it would be ready in time for the 2014 playoffs, taking into account the poor performance of Canada's other pro sports teams at the time. An introductory commercial was quickly filmed, which featured the manifesto as narration, scenes of local basketball players in various outdoor locations around the city, and ended with a scene displaying a black, waving flag with the motto written on it. The campaign was immediately embraced by fans during the playoffs and following season; the launch commercial was viewed over 500,000 times in the two days following its release, "We The North"-branded shirts and flags became a common sight at games, while Ryerson University (now [[Toronto Metropolitan University]]) sports marketing professor Cheri Bradish compared the campaign to [[Molson]]'s former "[[I Am Canadian]]" [[alcohol advertising]] campaign in how it resonated with the country.<ref name=gandm-wethenorth>{{cite news|title=How the Raptors redefined their brand – and took Toronto by the throat|url=https://www.theglobeandmail.com/sports/basketball/how-the-raptors-redefined-their-brand-and-took-toronto-by-the-throat/article21360335/|access-date=January 16, 2015|work=[[The Globe and Mail]]|date=October 28, 2014|first=Rachel|last=Brady|archive-date=December 21, 2014|archive-url=https://web.archive.org/web/20141221025252/http://www.theglobeandmail.com/sports/basketball/how-the-raptors-redefined-their-brand-and-took-toronto-by-the-throat/article21360335/|url-status=live}}</ref><ref name=torstar-wethenorth>{{cite news|title=Raptors rebrand and embrace The North|url=https://www.thestar.com/business/2014/04/16/raptors_rebrand_and_embrace_the_north.html|access-date=January 16, 2015|work=Toronto Star|archive-date=January 16, 2015|archive-url=https://web.archive.org/web/20150116091954/http://www.thestar.com/business/2014/04/16/raptors_rebrand_and_embrace_the_north.html|url-status=live}}</ref>

On December 19, 2014, the Raptors soft-launched a new logo also designed by Sid Lee, which features a basketball with claw marks. The new logo was officially implemented during the 2015–16 season.<ref name="NewRaptorsLogo" /> The logo's introduction was marred by a disorganized launch, which saw a black and white version initially shown before the eventual unveiling of coloured versions later in the day, mixed reviews for the design itself, with some (especially on the black and white version) comparing it to that of the Brooklyn Nets, and despite teasing merchandise with the new logo, not releasing any until at least mid-2015.<ref name=torstar-raptorsbaffled>{{cite news|title=Raptors' launch of new logo baffles marketing experts|url=https://www.thestar.com/sports/raptors/2014/12/22/raptors_launch_of_new_logo_baffles_marketing_experts.html|website=Toronto Star|date=December 22, 2014|access-date=January 16, 2015|last1=Rubin|first1=Josh|archive-date=December 28, 2014|archive-url=https://web.archive.org/web/20141228194322/http://www.thestar.com/sports/raptors/2014/12/22/raptors_launch_of_new_logo_baffles_marketing_experts.html|url-status=live}}</ref> There were also alleged tensions between MLSE staff and Drake surrounding the new design—in particular, the performer had pushed for the team to change its primary colour from red to gold (a colour seen in one of the official variants of the logo unveiled that day). In a response on Twitter<!--Please don't change to X as the comment was made before Musk purchased the website-->, Drake distanced himself from the "execution" of the new logo.<ref name=gandm-newlogo2015>{{cite news|title=Kelly: Botched logo rollout first sign of trouble in Raptors, Drake partnership|url=https://www.theglobeandmail.com/sports/basketball/kelly-drake-raptors-at-odds-over-new-logo/article22176489/|website=The Globe and Mail|date=December 22, 2014|access-date=January 16, 2015|last1=Kelly|first1=Cathal|archive-date=April 25, 2017|archive-url=https://web.archive.org/web/20170425020350/http://www.theglobeandmail.com/sports/basketball/kelly-drake-raptors-at-odds-over-new-logo/article22176489/|url-status=live}}</ref>