MJ is correct to note that this franchise will never catch on with local fans if the team doesn’t perform well on the court, but that doesn’t mean their branding should be regarded as irrelevant. A sports franchise succeeds when it becomes part of the local community, an extension of the same civic pride that drives other forms of culture. Winning certainly helps move that process along, but so can a sense of continuity and history.
At the same time, the new Hornets can’t appear to be a simple copy of the earlier incarnation. As Jordan noted, some teal and purple lettering does not mean the franchise will adopt the same look, and that would be a mistake. This management team needs to create something that can work in the future, not just a cute bit of nostalgia.
It’s unclear how successful they will be. The Bobcats are now offering two-year season ticket packages that will cover their first season as the Hornets (and also give fans a “Buzz City” Jordan Brand jacket), but it’s hard to believe too many people will be interested in them when so few details are known about the new era. Right now, this is just an idea.
Still, ideas can be powerful. More than anything, this announcement brings hope that the future can be better, even if it’s horribly vague at present.
Article Appeared @http://sports.yahoo.com/blogs/nba-ball-dont-lie/michael-jordan-announces-charlotte-bobcats-become-hornets-2014-234934436.html