A new era of branding is underway as the team officially unveiled its refreshed slogan, "The Hill We Choose," in a move designed to reconnect with fans and the broader community. The rebranding effort was not a top-down decision — the marketing team spent considerable time conducting focus groups with supporters and holding conversations with community members to shape the new identity. The slogan itself carries a deliberate message of ownership and collective choice, positioning fans not just as spectators but as active participants in the team's story. The launch marks a significant step in the organization's broader efforts to modernize its image while honoring its heritage.

Shier also unveiled the team’s new slogan, The Hill We Choose. The marketing team conducted focus groups with fans and spoke to different members of the community to develop the new branding. In ...