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It's official: Nets' new campaign is "Brooklyn Grit" (not promising wins)

Recently I noted two tag lines for the 2017-18 Nets: "Effort Means Everything" and "We Go Hard." Well, as AdWeek reported 7/28/17, in Translation Named Agency of Record for the Brooklyn Nets, the agency's new campaign "will include game presentation, digital, sales, and community relations initiatives around a 'Brooklyn Grit' theme celebrating the borough."

In other words, play up what you have, and ignore what you don't.  Translation, run by Steve Stoute, previously came up with the ineffable "Hello Brooklyn" campaign of 2012, and also works for the NBA at large.

“We believe there is an even greater opportunity to build an authentic connection between the team and the borough,” said Brooklyn Sports & Entertainment CEO Brett Yormark. Because, maybe, the team is new.

No budget was announced but presumably there's a boost: AdWeek reports that the "Brooklyn Nets spent nearly $3.4 million on measured media last year, down from over $8.1 million the year prior, and just $40,000 in the first quarter of 2017, according to Kantar Media."

NetsDaily noted that the team’s official site  "carries what appears to be one theme of the campaign, 'Effort means everything.'"

A couple of commenters on NetsDaily got a little snarky:

Given all the players that have replaced since they started "Hello Brooklyn"...
maybe they should go with "Goodbye Brooklyn"

I am pulling for "Brooklyn: We're No Longer Terrible".