MINNEAPOLIS/ST. PAUL – The Minnesota Lynx today unveiled a new marketing campaign for the 2018 season, “GET UP,” giving the team a new platform following the offseason rebrand. The team hashtag moving forward will be #GetUp.
With championships, medals, rings and an All-Star lineup, the Lynx enter the 2018 season presented by Mayo Clinic Sports Medicine at the pinnacle of success. The GET UP campaign conveys that this is not time to rest, but a time to get up for winning, igniting fans, helping the community and the chase for the next title. The creative will live through all advertising, in-arena elements, and events with Lynx branding.
“The Lynx may have a new logo, new uniforms and a newly renovated Target Center, but their identity remains intact, so we needed a campaign that reflected the recent past while still moving us forward,” said Timberwolves & Lynx CEO Ethan Casson. “This campaign is meant to acknowledge this franchise’s success while communicating that there is more to be done. We want our fans to get up with us and celebrate this exciting 20th season for our four-time champion Lynx.”
The campaign was created in partnership with the team’s new creative agency Latitude. The agency was chosen following a review. The two organizations are aligned on their commitment to giving back, with Latitude donating half of all agency profits to organizations who help elevate humanity. This includes funding female entrepreneurs in poor communities across the world, providing intensive business training programs for students, and supporting sustainable agriculture and emergency relief programs, among others.
“Empowered women, empower women. We were honored to work with the Minnesota Lynx on this campaign,” said co-founder and CEO of Latitude Krista Carroll. “We look forward to continue to support these incredible athletes in their upcoming season.”
Creative will begin appearing in out-of-home advertisements on Sunday. The new creative can be viewed here.
Latitude is a brand and experience design agency that believes meaningful connections move the world forward. Latitude works with clients to identify their core purpose and from there builds brands, campaigns and experiences that embolden that purpose. Since 2009, Latitude has been using its success in design, advertising, interactive and print production to invest more than $4.7 million dollars to empower individuals living in extreme poverty around the world. Learn more at lat.co