“We, The North”

Toronto is the only Canadian city with an NBA basketball team: the Toronto Raptors. In 2016 the slogan “We, The North” was added to the team’s branding. That was a “bull’s eye” success, because all of Canada as a country and its people identified with it and it put Toronto very clearly on the NBA map.

 The fact that teams like the Milwaukee Bucks, the Portland Trailblazers and the Minnesota Timberwolves are situated more Northern than Toronto, is besides the point; WE are from Canada and we come from the North where it snows and freezes and where you are born with hockey skates on. Fun fact: Toronto’s latitude is 43 degrees, which is equal to that of Nice in South France! (..)

Photo Mike van Steekelenburg

Click here to read Mike van Steekelenburg’s blog in Floribusiness magazine.

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