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Nets' New Identity Debuts at Modell's

April 30, 2012

BROOKLYN, N.Y.Monday at the Flatbush Avenue location of Modell's Sporting Goods, the Brooklyn Nets introduced their new brand identity, featuring several logos and a distinctive black and white color palette. Speakers included team execs, center Brook Lopez and more.

Monday, at the Flatbush Avenue location of Modell's Sporting Goods, Brooklyn Nets CEO Brett Yormark strode to the podium, surrounded by black-and-white apparel bearing the team's new logo.

"Boy, this feels good," Yormark said. "We've been waiting for over seven years to get to this point."

Designed by JAY Z, the new brand identity reflects the New York City subway signage of 1957, when Brooklyn last claimed a major league franchise. Saying the Brooklyn Nets are now part of the conversation, Yormark praised the cultural icon and Nets investor for his taste-making abilities, as the lone NBA team to wear black and white as its primary colors.

Nets center Brook Lopez followed the CEO, and became the first player to sport team apparel when he snugly fit a branded baseball cap upon his head. After being drafted by the Nets four years ago, Lopez played an integral part in the transition from New Jersey and was excited to be able to say, "Hello, Brooklyn" for the first time.

"For the longest time, I've been pestering guys like (General Manager Billy King) and Brett to give me some hints about what our new logo and new colors look like," Lopez said. "And now that I've seen everything, I have to say I'm a huge fan. JAY Z has done a great job of designing what will become a large part of our identity at the Barclays Center and Brooklyn."

Promises were made to well represent the Brooklyn community by luminaries up and down the list of speakers, with Onexim Sports and Entertainment CEO Irina Pavlova noting it's a responsibility owner Mikhail Prokhorov and everyone in the organization takes seriously. Coach Avery Johnson reiterated the franchise's focus on its "Four Pillars" Education, Athletics, Health & Wellness and Community Development during Community Week, presented by Maimonides Medical Center, the Official Hospital and Team Physicians of the Brooklyn Nets and said he was looking forward to playing for sold-out crowds.

King said the move has made his job easier, and the team on the court would play hard and be one of which fans could be proud. He vowed not to "build slowly," so that next year at this time (during the NBA Playoffs) the team would be playing on national television in front of a "rocking" crowd at Barclays Center.

Also speaking were Brooklyn Borough President Marty Markowitz, who said the "Curse of (late Dodgers owner Walter) O'Malley" is finished, NBA Deputy Commissioner Adam Silver, who joked that "Brooklynese" was the 16th language the NBA would encompass, and Modell's CEO Mitchell Modell, who offered a typically Brooklyn greeting: direct, and to the point.

"We want to welcome our dear friends to the neighborhood," Modell said. "We're so thrilled to have you here."

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