The Toronto Raptors will host their training camp for the new NBA season in Quebec City. (Photo by THE CANADIAN PRESS)

Raptors unveil 25th anniversary plans with Two Five logo and ‘95 Rewind’ nights

Raptors unveil ‘two-five’ campaign

Coming off the success of the Toronto Raptors’ “We The North” brand campaign, the pressure was on the organization to deliver for the 25th anniversary of the NBA franchise.

The marketing bosses with the team’s parent company Maple Leaf Sports & Entertainment are confident that “Raptors Two Five” will do just that.

“It’s one thing to be relevant but relevancy is continually renewing,” said MLSE senior marketing director Jerry Ferguson. “There’s no complacency because you continually have to refresh and do something different.”

The “Two Five” image features a right hand with two fingers making a victory sign and a left hand with all five digits extended.

“For us the logo becomes an opportunity for fans to participate and it doesn’t have to be rigid,” Ferguson said. “It’s more flexible and it’s more participatory. That’s why we think it’s cool.”

It’s part of wide-ranging promotional plans released Thursday night that will celebrate the Raptors’ history. An 18-foot “Two Five” installation will be unveiled Saturday during the city’s all-night Nuit Blanche art festival, which begins Friday evening.

The regular-season opener Oct. 22 against the visiting New Orleans Pelicans will be devoted to the ring ceremony and unfurling of the championship banner.

READ MORE: Toronto Raptors and their diverse team celebrated worldwide

The next game at Scotiabank Arena, on Oct. 28 against the Orlando Magic, will be the first of six ”95 Rewind” nights. The Raptors will wear white and purple dinosaur jerseys and play on a 1995-style hardcourt.

With the Grizzlies also celebrating their 25th anniversary, the teams will wear throwbacks in Memphis on March 28 and on the return date in Toronto on March 30.

Other ”95 Rewind” games are set for Dec. 11 against Kawhi Leonard and the L.A. Clippers, the Jan. 28 and April 10 games against Vince Carter and the Atlanta Hawks and the Feb. 25 game against the Milwaukee Bucks.

“We’re thinking of these nights as like a time machine or a stepback jumper through different ages,” Ferguson said. “We’ll be having a lot of fun remixing music, fashion, moments from the past to make that in-game experience really fun.”

A promotional graphic featuring the ”Two Five” gesture combines a wide variety of hands from young to old with different ethnicities. Shannon Hosford, the chief marketing officer at MLSE, said authenticity was key for the promotional effort.

“We’re talking about the Raptors brand but also the game, where the game has come and how it’s representing Toronto and Canada now,” she said. “To do the right things and not just to do them because we want to be different, but do it in a way that we’re relevant and culturally relevant.”

A tagline for the promotion references the Raptors’ early years when they played home games at SkyDome, the venue now called Rogers Centre that’s home to Major League Baseball’s Toronto Blue Jays.

“Twenty-five years ago we were a basketball team, playing in a baseball stadium, in a hockey town,” it reads. “Today we’re world champs.”

An estimated two million supporters were on hand for the Raptors’ parade and celebration last June. The team defeated the Golden State Warriors in a six-game final to win the NBA championship for the first time.

“Our challenge is not to convince people that we are a serious contender anymore,” Ferguson said. “We’re here and we’ve arrived. We’ve proven everyone wrong and now we’re opening up the next chapter.”

Gregory Strong, The Canadian Press

Like us on Facebook and follow us on Twitter.

Get local stories you won't find anywhere else right to your inbox.
Sign up here

Just Posted

Tracy Gray: From business to politics

She was the first female MP elected to represent Kelowna-Lake Country in 2019

Malindi Elmore: Shattering national running records at 39

She recently shattered the Canadian women’s marathon record at the Houston Marathon in January

Vees have a short-handed romp over visiting West Kelowna Warriors

The Penticton Vees scored three short-handed goals to take a 1-0 series lead over West Kelowna

Kelowna production takes ‘The Walk’ to explore sex trafficking

The goal is to get people thinking about the situation, according to the playwright

BREAKING: Kelowna RCMP to further investigate 12 sexual assault cases, create sexual assault unit

Recommendations come 5 months after it was revealed 40% of sexual assaults were deemed ‘unfounded’

Fashion Fridays: Tammy’s big makeover

Kim XO, helps to keep you looking good on Fashion Fridays on the Black Press Media Network

Ryan nets hat trick in return as Senators beat Canucks 5-2

Ottawa winger received assistance for admitted alcohol problem

Wet’suwet’en hereditary chiefs meet with provincial, federal ministers

Neither party speaking on the groundwork laid for tomorrow’s talks

Couple in crash on Highway 1 mistake Shuswap for Lower Mainland

Chase RCMP report Mercedes Benz collides with transport truck

Speaker ‘will not tolerate illegal activity’ on B.C. legislature grounds, says chief of staff

Chief of staff to the B.C. speaker Alan Mullen says situation with demonstrators appears ‘fluid’

MPs to examine privacy implications of facial-recognition technology used by RCMP

The MPs will look at how the technology affects the privacy, security and safety of children

Dates back to 2009: Calgary police lay charges in fraud involving semi-trucks

Three people from Calgary are facing charges that include fraud over $5,000

Laughing ladies and country artists sell out Okanagan venue

Alan Doyle and I Am Woman, Hear Me Laff! back to back sold out

Revelstoke mother and daughter return home after coronavirus quarantine in Asia

Jensine Morabito and her daughter were on Holland America’s Westerdam but did not catch the virus

Most Read