The New York Knicks have partnered with branding agency Translation, a firm that previously worked on the Brooklyn Nets' rebranding last decade.
"We have a ways to go," Translation CEO Steve Stoute told Bloomberg's Scott Soshnick. "People can say what they want, but the world knows when you get it right - when the New York team is winning - basketball is better. When the New York Knicks are right, the NBA is a better place. That is the opportunity."
The Knicks have largely struggled to string together success this millennium. In 21 seasons since New York advanced to the 1999 NBA Finals, the team has posted just five winning campaigns (1999-01, 2010-13).