Who's Who on Mavs, Not Visiting Superstars

Under the direction of a new marketing director with a Nike background, the National Basketball Association’s Dallas Mavericks are creating a new advertising approach this season: emphasizing who’s on the home roster rather than who’s coming to town.
In two television spots from the team’s new agency, Jackhammer, the Mavericks are presenting an edgier, youth-oriented image and highlighting new players many locals are hopeful will rescue the woeful club from its decade-long funk.
“From a brand marketing perspective, we felt like there was a need to reposition [the image],” said Greg Anderson, the Mavs new marketing director and ex-marketing and public relations manager of the Nike Sports Agency.