I can't tell you why, but I have always had a soft spot for the Seattle Supersonics. Perhaps it comes from playing NBA Jam and collecting basketball cards with my brothers growing up. I always thought the unique name, and distinct green and gold uniforms were fantastic.So when the Sonics were uprooted from the Northwest and moved to Oklahoma City I was hoping for an impressive new team brand, both differentiated from the current crop of NBA franchises, but relevant to its new home market. Beating out the Barons, Bison, Energy, Marshalls and Wind, Thunder was finally chosen as the new name. Here is why:
Thunder is a fitting moniker for the Oklahoma City franchise, not only as a reference to powerful storms in the area known as Tornado Alley. The Oklahoma City-based 45th Infantry Division carries Thunderbirds as its nickname, and that's a reference to the state's American Indian heritage. Even one of Oklahoma native Garth Brooks' biggest hits was "The Thunder Rolls."
"There's just all kinds of good thunder images and thoughts, and the in-game experience of Thunder," said franchise owner Clay Bennett. "Just here was a good sense of how that evokes emotion. It's very powerful."
Based on that, I guess we can check the relevance box. At first I didn't love the name, but the fact it has some regional substance gives it a pass in my book. There is nothing worse than when new franchises come up with generic names like Tigers, Warriors or Eagles, it does nothing to make the team geographically germane or build fan pride specific to its home market.
So relevant, sure, but is there anything about this new team that is different? Apparently not going by the uninspiring choice for the logo and colors. The new jerseys have not as yet been released, but the color palette of orange, gold, light blue and navy blue are remarkably similar to the Golden State Warriors' and Charlotte Bobcats' identities - probably the worst two looking uniforms in the NBA.
Not helping the cause is that Oklahoma City is estimated as the 50th largest TV market in the country. Building franchise loyalty in a city of just over a million people seems a tougher task than in the burgeoning Northwest town of Seattle which has around 3 times that figure. Furthermore, public acceptance of pro-sports is an unknown quantity in Oklahoma - a state famous for its collegiate athletic programs.
So upon closer analysis, the stalemate over upgrading the facilities in Seattle aside, there are few compelling reasons to move a franchise of any sport from a town like Seattle to a town like Oklahoma City. It is becoming increasingly clear that the move to was to fulfill the boyhood dream of owner Clay Bennett to have an NBA franchise in his hometown rather than for any rational reasons.
But what is done is done, and for the Thunder's sake (and the NBA's), I hope the new team is welcomed in OKC. There are many reasons why they will face an uphill battle from the start though. The smaller market size, the fan fervor for college athletics and what is shaping up to be an unoriginal and pretty ugly uniform will all hurt their chances. If I was Mr. Bennett, I'd be hoping the Thunder can buck the trend of many new franchises and be successful in the short term. This will help develop strong local ties and ensure the team is anchored in the region for years to come. But ultimately if the brand fails to be relevant to the fans, once the team stops winning it could suffer the same fate as the Sonics before it.
Unless a team builds a brand that is meaningful regardless of on-field performance it will be susceptible to relocation. In this regard, the Thunder must succeed where other new franchises failed. Neither the Vancouver Grizzlies or the Charlotte Hornets could sustain popularity, relevance and reason to exist when on-court performances went south. In order to survive in the long-term, the Thunder must develop a Loss-Proof brand that makes them worth rooting for regardless of the W or L.
