Tuesday, May 1, 2012


The primary logo — that far-left, blacked-out shield with "NETS" and a B-emblazoned basketball in the crest, zealously called "the new badge of Brooklyn" by a very optimistic Nets CEO Brett Yormark — was designed by part-owner and hip-hop legend Jay-Z, one of the most famous and successful musicians ever to come out of Brooklyn. Based on the gear available for purchase at the Nets' team store, the team seems to be leaning pretty hard on hip-hop references in an attempt to tether the team to Brooklyn's rap history.

Here’s the Brooklyn Nets’ new logo, designed by Jay-Z
 It's a really cool image, but also could present the first test of how consumers and the NBA itself will respond to the team's decision to go all-in on hip-hop-referencing marketing, which could potentially put the team's brand on something associated with the dicier side of such references.

The coolest thing available, to me, though, is the team's heather grey "The Corner" T-shirt. The description, from the Nets' online store:

It's time to show NBA basketball what Brooklyn's all about! Wear this Unk® The Corner t-shirt to boast your pride in your borough and your b-ball team. The chest displays "Brooklyn" with silhouette sneakers dangling from the letters; the Nets' team logo is displayed at the bottom left.

The Brooklyn Nets' new 'The Corner' T-shirt. (Image via NBA.com)

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