Project Description
Project: Team Raptors wall graphics ad installed at the Toronto Pearson International Airport
Materials: 3M bubble free vinyl
“We the North” is the iconic slogan of the Toronto Raptors, the only NBA team based outside the U.S., representing Toronto, Canada. Introduced in 2014 during a rebranding effort, the phrase was crafted to strengthen Canadian pride and unify fans nationwide, highlighting the team’s distinctive position as the league’s sole Canadian franchise. The slogan reinforces the Raptors’ identity as both a national symbol and an underdog in a predominantly American league.
Key Details:
Origin: created by Toronto branding agency Sid Lee, the campaign sought to redefine the Raptors as Canada’s team.
Purpose: the slogan was more than a rallying cry—it aimed to expand the team’s fanbase beyond Toronto, fostering nationwide support while embracing the Raptors’ unique status in the NBA.
Impact: “We the North” quickly became a cultural phenomenon, uniting fans and elevating the Raptors into a source of Canadian pride. Its influence extended beyond basketball, evolving into a broader statement of resilience and identity.
National Appeal: though rooted in Toronto, the slogan was designed to resonate across Canada, reinforcing the team’s role as a unifying force and its underdog spirit in the NBA.
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