The Dallas Mavericks revealed a new twist on an old City Edition uniform Tuesday, adding another layer to the franchise’s jersey closet.
But after a quarter-century in navy blue and white, could the team be nearing a full redesign when it comes to its default uniform set?
It’s not out of the realm of possibility.
Alison Panasik, the Mavericks’ vice president of brand identity, sees Nike’s City Edition jerseys as an alternative method to keep an NBA team’s brand fresh without going through a complete rebrand.
Mavericks
Last month, the Mavericks revealed their fourth uniform set of the season with the release of their Hardwood Classic jerseys, a throwback of their iconic green uniform worn during the 1980s by franchise trailblazers Mark Aguirre, Rolando Blackman, Derek Harper and Brad Davis.
The Mavericks completely overhauled their home and away uniform set during the 2001-02 season as they transitioned from their white, blue and green to the modern design of navy blue, royal blue and white, notably worn during the height of the Dirk Nowitzki era and revised during the championship season.
While Pasanik says the NBA prefers teams to stay within their brand identity for at least 15 years, the Mavericks could be overdue for one, especially given the team’s recent changes. As the franchise enters a new era, one removed from Nowitzki and Luka Doncic and headlined by Kyrie Irving, Anthony Davis and Cooper Flagg, the question of a rebrand could arise.
Dallas Mavericks forward Dirk Nowitzki (41) celebrates with forward Luka Doncic (77) after making a 3-pointer during the first half of an NBA basketball game against the Portland Trail Blazers at American Airlines Center on Sunday, Feb. 10, 2019, in Dallas.
Smiley N. Pool / Staff Photographer
“It’s something that comes up each season,” Pasanik said. “I think every brand identity person, our dream is to be able to go through a full rebrand with an organization. Now whether or not the Mavs are going to do it, you’ll just have to stay tuned.”
Pasanik noted financial challenges that could arise from moving away from the franchise’s current logo of a silver horse overshadowing a blue basketball and emphasized that a long runway is needed to complete rebranding.
It’s one of the key benefits of an annual city edition jersey.
“It allows us to play with color and play with these unique local stories without altering our overall brand,” she said.
Mavericks players play pivotal role in remixed version of ‘Pegasus’ City Edition uniformMavericks fan in Luka Doncic Lakers jersey has courtside conversation with Patrick Dumont
Find more Mavericks coverage from The Dallas Morning News here.