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"We Will" embodies the franchise's new direction.
The Orlando Magic unveiled a new slogan, "We Will," on Tuesday to, in the team's words, "'turn the page' on the next chapter" in Magic history. Orlando had previously used the phrase "Be Magic" to promote itself.
The Magic explained the change from "Be Magic" to "We Will" in this way:
“WE WILL” promises the Magic will do whatever it takes to put a winner on the floor and create a product Magic fans and partners can be proud of on all fronts. The shift from “Be Magic” to “WE WILL” was made to update the Magic’s message and reaffirm the franchise’s desire to be great. Hallmarks of the campaign are in the Magic’s mantra of hard work, competing every night, leading and inspiring as the Magic strive for excellence via integrity, strength, resilience and togetherness.
The Magic traded All-Star center Dwight Howard in August and are poised to rebuild, having reloaded the roster with budding star shooting guard Arron Afflalo and 19 year-old rookie Maurice Harkless, among other players. In addition to the dramatic changes on the roster--only seven of the 19 players who will participate in training camp were on the Magic in 2011/12--the team also hired Rob Hennigan as general manager and Jacque Vaughn as coach.
"For us, this campaign was relevant with or without the roster changes," Roman Vega, the Magic's VP of Brand Management, said in the press release announcing the new slogan. "[....] It's designed to shatter any questions about us not wavering in our mission to compete for a championship and that everything we do is designed to put us in the best possible position to accomplish this."
The new-look Magic open training camp on Tuesday, October 2nd.