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The Clippers needed a new brand position and campaign to establish their value in one of America’s most crowded sports markets. Being the “underdog” is a badge of honor, and we identified that the Clippers are actually a more authentic reflection of LA’s people and what makes its citizens love the city. We pivoted out of the position “It Takes Everything” into a new positioning: “L.A. Our Way.” The mantra speaks to the team’s evergreen value, with or without a championship, and gives back to a community that has been loyal to the team through a deeply controversial ownership transfer.